화장품기업의 ESG경영이 기업신뢰도와 고객충성도에 미치는 영향에 관한 연구

Reasearch on the Effect of ESG Management in Cosmetics Compaines on Corporate Trust and CustomerLoyalty

ESG management is globally recognized for its positive impact on corporate performance, and in South Korea, guidelines for implementing ESG practices are being developed within the cosmetics industry. In this context, this study aimed to explore how ESG management in cosmetics companies affects corporate trust and customer loyalty, with the goal of providing insights to support the industry's ongoing marketing and product development strategies. To achieve this, a questionnaire survey was conducted with customers who have purchased cosmetics, and the data were analyzed using SPSS 30, employing frequency analysis, factor analysis, reliability analysis, and regression analysis. The findings are as follows: The environmental aspect of ESG management was found to have no impact on corporate trust, while the social and governance aspects did have a significant effect. Additionally, corporate trust was found to positively influence customer loyalty. These results suggest that the social and governance dimensions of ESG management play a key role in enhancing corporate trust and customer loyalty, offering important implications for the development of sustainable business strategies in the future. The lack of impact from the environmental aspect may stem from the nature of cosmetics, which often prioritize functionality and include ingredients like polymers that can negatively affect the environment. As a result, companies may need to reassess the effectiveness of their environmental policies and programs and explore better ways to communicate these efforts to consumers. This could involve developing strategies to educate consumers and increase awareness of the company’s environmental initiatives.