This study aims to empirically examine the effect of ESG management of cosmetics companies on relationship continuity intention, focusing on the mediating role of customer trust. ESG management was classified into eco-friendly management, social responsibility, and governance improvement, while relationship continuity intention was divided into intention to continue using and intention to expand relationships. Data were collected through a self-administered survey from consumers aged 20 to 40 who had experience using cosmetics companies engaged in ESG activities. A total of 338 valid responses were analyzed using SPSS 25.0. The results showed that all dimensions of ESG management had significant positive effects on customer trust. In addition, ESG management was found to have significant positive effects on both intention to continue using and intention to expand relationships. Customer trust also had a significant positive influence on both dimensions of relationship continuity intention. Mediation analysis indicated that customer trust played a significant mediating role in the relationship between ESG management and relationship continuity intention. Specifically, eco-friendly management and social responsibility showed full mediation through customer trust in relation to intention to continue using, while governance improvement demonstrated partial mediation. For intention to expand relationships, social responsibility and governance improvement exhibited full mediation, whereas eco-friendly management showed partial mediation. These findings suggest that ESG management in cosmetics companies influences consumers’ relationship behaviors primarily through the formation of customer trust, highlighting the importance of trust-based ESG strategies for sustainable customer relationship management.
Bok et al. (2026) studied this question.