@article{ART003135758},
author={Lee Yu Mi and Seo Young Wook},
title={The Impact of Hedonic Goods Company's ESG Activities on Consumers' Willingness to Pay a Premium through Customer Equity},
journal={Industry Promotion Research},
issn={2466-1139},
year={2024},
volume={9},
number={4},
pages={77-92},
doi={10.21186/IPR.2024.9.4.077}
TY - JOUR
AU - Lee Yu Mi
AU - Seo Young Wook
TI - The Impact of Hedonic Goods Company's ESG Activities on Consumers' Willingness to Pay a Premium through Customer Equity
JO - Industry Promotion Research
PY - 2024
VL - 9
IS - 4
PB - Industrial Promotion Institute
SP - 77
EP - 92
SN - 2466-1139
AB - This study analyzed the impact of ESG activities conducted by companies producing and selling hedonic products on customer equity (value equity, brand equity, and relationship equity) and, in turn, on consumers' willingness to pay a premium. To conduct the analysis, data from 250 respondents were processed using SPSS 28.0 and Smart PLS 4.0. The findings indicated that ESG activities enhance customer equity, which in turn increases consumers' willingness to pay a premium. Specifically, it was confirmed that ESG activities strengthen value equity, brand equity, and relationship equity, thereby fostering trust and emotional bonds with consumers. Furthermore, the study demonstrated that these ESG activities can have a long-term positive impact on consumer behavior, positioning them as a critical strategic element for the sustainable growth of companies. This study holds significance by elucidating the effects of ESG activities on customer equity, offering key insights for companies on how to strategically leverage ESG to boost customer loyalty and positive consumer responses.
KW - Hedonic goods;ESG activities;Customer equity;Value equity;Brand equity;Relationship equity;Willingness to pay a premium
DO - 10.21186/IPR.2024.9.4.077
ER -
Lee Yu Mi and Seo Young Wook. (2024). The Impact of Hedonic Goods Company's ESG Activities on Consumers' Willingness to Pay a Premium through Customer Equity. Industry Promotion Research, 9(4), 77-92.
Lee Yu Mi and Seo Young Wook. 2024, "The Impact of Hedonic Goods Company's ESG Activities on Consumers' Willingness to Pay a Premium through Customer Equity", Industry Promotion Research, vol.9, no.4 pp.77-92. Available from: doi:10.21186/IPR.2024.9.4.077
Lee Yu Mi, Seo Young Wook "The Impact of Hedonic Goods Company's ESG Activities on Consumers' Willingness to Pay a Premium through Customer Equity" Industry Promotion Research 9.4 pp.77-92 (2024) : 77.
Lee Yu Mi, Seo Young Wook. The Impact of Hedonic Goods Company's ESG Activities on Consumers' Willingness to Pay a Premium through Customer Equity. 2024; 9(4), 77-92. Available from: doi:10.21186/IPR.2024.9.4.077
Lee Yu Mi and Seo Young Wook. "The Impact of Hedonic Goods Company's ESG Activities on Consumers' Willingness to Pay a Premium through Customer Equity" Industry Promotion Research 9, no.4 (2024) : 77-92.doi: 10.21186/IPR.2024.9.4.077
Lee Yu Mi; Seo Young Wook. The Impact of Hedonic Goods Company's ESG Activities on Consumers' Willingness to Pay a Premium through Customer Equity. Industry Promotion Research, 9(4), 77-92. doi: 10.21186/IPR.2024.9.4.077
Lee Yu Mi; Seo Young Wook. The Impact of Hedonic Goods Company's ESG Activities on Consumers' Willingness to Pay a Premium through Customer Equity. Industry Promotion Research. 2024; 9(4) 77-92. doi: 10.21186/IPR.2024.9.4.077
Lee Yu Mi, Seo Young Wook. The Impact of Hedonic Goods Company's ESG Activities on Consumers' Willingness to Pay a Premium through Customer Equity. 2024; 9(4), 77-92. Available from: doi:10.21186/IPR.2024.9.4.077
Lee Yu Mi and Seo Young Wook. "The Impact of Hedonic Goods Company's ESG Activities on Consumers' Willingness to Pay a Premium through Customer Equity" Industry Promotion Research 9, no.4 (2024) : 77-92.doi: 10.21186/IPR.2024.9.4.077
