대학 Environment-Social-Governance(ESG) 활동 참여에 대한 영향 요인 탐색: ESG 커뮤니케이션 특성에 대한 인식, ESG 활동에 대한 인식, 대학-학생 관계성을 중심으로

초록

This study focuses on ESG (Environmental, Social, and Governance), which has recently emerged as a significant social issue, and empirically analyzes the effects of the characteristics of university ESG-related communication (specificity, credibility, and relevance) on students’ intentions to participate in university ESG campaigns. Additionally, the study examines the mediating roles of students’ perceptions of university ESG activities and the university-student relationship in this process. An online survey was conducted with 400 students from four-year universities nationwide. The results revealed, first, that among the characteristics of ESG communication, specificity and credibility had significant positive effects on the intention to participate in ESG campaigns. Second, specificity, credibility, and relevance all had significant positive effects on the university-student relationship. Third, specificity and credibility positively influenced perceptions of university ESG activities, and both perceptions of university ESG and the university-student relationship had significant positive effects on the intention to participate in ESG campaigns. Finally, the mediating effects of perceptions of university ESG and the university-student relationship were examined in the relationship between ESG communication characteristics and participation intention. The results showed that perceptions of university ESG activities partially mediated the relationships between specificity, credibility, and intention to participatein ESG campaigns, while the university-student relationship also partially mediated the relationships between specificity, credibility, and participation intention. Notably, the university-student relationship fully mediated the relationship between the relevance of ESG-related communication and intention to participate in ESG campaigns. Based on these findings, this study provides practical implications for university communication practitioners in developing ESG-related communication strategies and content planning.

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