디지털 기반 고객참여형 ESG 디자인 전략 분석—중국 기업 알리페이의 마이썬린(蚂蚁森林) 프로젝트를 중심으로

초록

This study examines how design mechanisms influence user value-creation within digital, customer-participatory ESG management, using Alipay’s “Ant Forest” as a case. As ESG becomes central to corporate trust and sustainability, the need for participatory digital structures and transparent communication has increased. Accordingly, this research focuses on the roles of visualized transparency, visual narrative, and gamification experience in shaping user cognition, emotional identification, participation intention, and brand trust. A mixed-method approach was adopted: literature review to establish theoretical grounds, case analysis of Ant Forest’s interface, task, and feedback system, and an online survey of 232 experienced users to validate the effects of key design elements. Results show that visual narrative and gamification significantly enhance emotional engagement and participatory behavior, while their integrated experience positively contributes to brand trust. Verifiable transparency further emerges as a critical condition for trust formation. Based on these findings, the study proposes a three-layer digital ESG design framework-trust premise, design mechanism, and value cycle-which provides structural and practical implications for developing customer-participatory ESG design strategies

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