The Impact of ESG Activities in Midsize Manufacturing Companies on Purchase Intentions: Focusing on the Mediating Roles of Corporate Reputation, Brand Image, and Perceived Quality

Recently, ESG has been recognized as a core element of corporate management strategies, Gartner-ing global attention. Leading institutions worldwide, including research firm Gartner Group and the world’s largest asset management company, BlackRock, emphasize the importance of ESG. With the mandatory disclosure of ESG for Kospi-listed companies with assets exceeding 2 trillion won from 2025, government agencies and major domestic companies are actively working to solidify ESG management as a corporate survival strategy. However, the diffusion of ESG management has posed challenges for midsize and small enterprises, such as a shortage of personnel and the financial burden associated with implementation. For this reason, this study aims to investigate the relationship between the ESG activities of midsize manufacturing companies and consumer purchase intentions from a marketing strategy perspective. Specifically, this study seeks to validate the mediating effects of corporate reputation, brand image, and perceived quality in this relationship. Survey results confirmed that ESG activities in midsize manufacturing companies positively influence purchase intentions. Moreover, the study identified partial mediating effects of corporate reputation, brand image, and perceived quality in the relationship between the ESG activities of midsize manufacturing companies and consumer purchase intentions. Based on empirical analysis results, this research contributes academically to future ESG-related studies and provides practical implications for efficient ESG management in terms of a company’s potential for sustainable growth.