Industry Promotion Research (산업진흥연구)

Industrial Promotion Institute (산업진흥원)
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The Impact of Hedonic Goods Company's ESG Activities on Consumers' Willingness to Pay a Premium through Customer Equity

쾌락재 기업의 ESG 활동이 고객 자산을 통하여 소비자의 추가 비용 지불 의사에 미치는 영향

  • Yu Mi Lee (Dept. of Convergence Consulting, Daejeon University) ;
  • Young Wook Seo (Dept. of Convergence Consulting, Daejeon University)
  • 이유미 (대전대학교 융합컨설팅학과) ;
  • 서영욱 (대전대학교 융합컨설팅학과)
  • Received : 2024.10.06
  • Accepted : 2024.10.15
  • Published : 2024.10.31
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Abstract

This study analyzed the impact of ESG activities conducted by companies producing and selling hedonic products on customer equity (value equity, brand equity, and relationship equity) and, in turn, on consumers' willingness to pay a premium. To conduct the analysis, data from 250 respondents were processed using SPSS 28.0 and Smart PLS 4.0. The findings indicated that ESG activities enhance customer equity, which in turn increases consumers' willingness to pay a premium. Specifically, it was confirmed that ESG activities strengthen value equity, brand equity, and relationship equity, thereby fostering trust and emotional bonds with consumers. Furthermore, the study demonstrated that these ESG activities can have a long-term positive impact on consumer behavior, positioning them as a critical strategic element for the sustainable growth of companies. This study holds significance by elucidating the effects of ESG activities on customer equity, offering key insights for companies on how to strategically leverage ESG to boost customer loyalty and positive consumer responses.

본 연구는 쾌락재를 생산, 판매하는 기업의 ESG 활동이 고객 자산(가치 자산, 브랜드 자산, 관계 자산)에 미치는 영향과 이를 통해 소비자의 추가 비용 지불 의사에 미치는 영향을 분석하였다. 이를 위해 250부 응답자에 대하여 SPSS 28.0과 Smart PLS 4.0을 통해 분석하였다. 연구 결과, ESG 활동이 고객 자산을 강화하고, 이러한 자산을 통해 소비자가 추가적인 비용을 지불할 의사가 높아지는 것으로 나타났다. 특히, ESG 활동이 가치 자산, 브랜드 자산, 관계 자산을 강화함으로써 소비자와의 신뢰 및 감정적 유대감을 증대시키는 역할을 수행함을 확인하였다. 또한, 이러한 ESG 활동이 소비자 행동에 장기적으로 긍정적인 영향을 미친다는 점에서 기업의 지속 가능한 성장을 위한 중요한 전략적 요소로 작용할 수 있음을 보여주었다. 본 연구는 ESG 활동이 고객 자산에 미치는 영향을 밝힘으로써 기업이 ESG를 전략적으로 활용하여 고객 충성도와 긍정적 소비자 반응을 유도하는 데 있어 중요한 시사점을 제공한 데 그 의의가 있다.

Keywords

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