earticle

영어

As global efforts toward sustainable development intensify, Environmental, Social, and Governance (ESG) practices have become a core element of corporate strategy. This study aims to examine how different dimensions of corporate ESG activities shape Generation Z consumers’ perceptions of corporate image— specifically warmth and competence—and how these perceptions influence their evaluations of corporate sustainability. Drawing on the Stereotype Content Model, which posits warmth and competence as the two primary dimensions of social perception, this research analyzes the distinct impacts of ESG dimensions on these perceptions. A survey conducted among Generation Z individuals in China yielded 297 valid responses. The findings indicate that environmental initiatives significantly enhance both warmth and competence perceptions, whereas social initiatives fail to significantly influence warmth perceptions, and governance efforts do not significantly impact competence perceptions. Furthermore, both warmth and competence perceptions positively affect sustainability evaluations. These results highlight the dominant role of environmental initiatives in shaping favorable consumer perceptions and underscore the need for improved communication and visibility of social and governance practices. This study contributes theoretically by integrating ESG with consumer perception models and provides practical implications for firms seeking to strengthen corporate sustainability through strategic ESG initiatives and targeted communication.