기업의 ESG 캠페인이 MZ세대의 브랜드 태도에 미치는 영향-SK그룹, 하나금융그룹, 한화그룹의 ESG 광고를 중심으로-

초록

Recently, ESG has become an essential condition for corporate management for sustainable development. South Korea is rapidly emerging as the world’s No. 1 ESG management performance evaluation country. T his study examined how Korean companies’ ESG cam paigns affect brand attitudes centered on the Chinese MZ generation to confirm effective performance in th e Chinese market, South Korea’s largest export destin ation. based on expanding demand for the Chinese lo w-carbon market and provide market-friendly and pr actical help to develop corporate ESG campaigns suit able for the Chinese market and the Chinese MZ gene ration. From December 2020 the top three advertising campaigns with the most views among ESG campaign s on YouTube were conducted online for 60 Chinese MZ generations, including SK Group ‘E-Like S Thinki ng Good’, Hana Financial Group ‘Goodbye Earth’, and Hanwha Group ‘Digital Advertising’. Results, ESG cam paigns of Korean companies have a positive effect on brand attitudes of Chinese MZ generation and there w as a significant difference in the response to the thre e companies. SK's cute children's image elements an d Hanwha's emotional elements showed the strongest response. The research showed that expand demand for the Chinese low-carbon market and provide appr opriate and practical help to the market through ESG campaign investigation. In addition, the concept of ES G campaigns and the practical implications of ESG ca ses of various companies and the limitations of the st udy were discussed.

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