earticle

영어

The purpose of this study is to survey the impact of ESG (Environmental, Social, Governance) on urban brand formation and to suggest policy implications for sustainable growth. To achieve this, the study examines the concept of ESG and the current status of ESG evaluation indicators for domestic companies and basic local governments, and reviews the theoretical background of urban brand formation to establish a research model. A survey was conducted among residents of the Bitgaram Innovation City in Naju, Jeollanam-do, and the results showed that most ESG factors positively influence urban branding, with the governance (G) factor having a particularly significant impact. The attitude towards the urban brand positively influenced urban brand loyalty, with the residential environment image showing the greatest influence. This study suggests that ESG has a positive effect on urban brand formation and that residents, experts, and urban governments should collaborate to promote ESG urban planning for sustainable growth. Additionally, it highlights the need for future development directions and further research.