중국 스포츠용품 기업의 ESG경영이 소비자 행동에 미치는 영향에 관한 연구: 구매의도, 추가지불 의향, 구매기피를 중심으로

초록

This study examined the ESG management activities of the mainland Chinese sports equipment company Anta (ANTA) in terms of Chinese consumers' purchase intentions, willingness to pay a price premium, and purchase hesitation. To this end, ESG awareness was divided into three dimensions: environment (E), society (S), and governance (G). The consumer response pathways were empirically analyzed from perspectives such as the perceived cues in sports products, trust formed in relationships, and institutional transparency. According to the empirical results, in the environmental dimension, verifiable aspects such as eco-friendly materials, carbon neutrality campaigns, and environmental information disclosure improved product evaluation and naturally connected to purchase intentions. Particularly, the impact of material signals related to actual usage was most significant. Second, in the social dimension, trust in community contributions, fair labor practices, and responsible performance combined to enhance price-value justification and relational trust, thereby increasing willingness to pay a price premium. Among these, the evaluation of fair labor practices had the most significant impact. Third, in the governance dimension, while management transparency and ethics contributed to trust, the same transparency could stimulate perceptions of hypocrisy and foster purchase hesitation when negative events deviated from expectations, demonstrating a dual nature. In summary, ESG is translated into perceptions of price fairness through corporate image, and these perceptions further stimulate purchase intentions. Practically, rolling out "materiality-first—action narrative—disclosure verification" (E), "fair labor—community relations—accountability trust" (S), and "transparent disclosure—system improvement—result evidence" (G) together can enhance the acceptance of green premiums and reduce defensive avoidance in uncertain situations. This study presents a unified framework for the heterogeneous paths of E, S, and G in mainland Chinese enterprises, aiming to provide empirical insights for ESG communication and sustainable strategy design in the sports goods industry.

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