B2B 시장에서 구매자의 ESG 활동이 공급업체의 신제품창의성 및 신제품 경쟁우위에 미치는 영향 (The Impact of Buyers’ ESG Activities on Suppliers‘ New Product Creativity and Competitive Advantage in B2B Market)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 30권 / 1호 / 151 ~ 170페이지
· 저자명 : 강성호, 이한근

초록

본 연구에서는 B2B 시장에서 구매자의 ESG 활동이 공급자와의 협력을 강화하고 공급망의 지속가능성을 확보하여 혁신적 성과를 창출하는 데 중요한 전략적 요소가 될 것임을 실증하기 위해 B2B 시장에서 구매자의 ESG 활동이 공급자의신제품 경쟁우위에 미치는 영향을 분석하고, 이들의 관계에서 정보교환품질과 공급업자의 신제품 창의성이 수행하는 매개적 역할을 확인하였다. 한국구매관리자협회에 등록된 매출 상위 500대 기업 중 ESG 활동을 수행하고 있는 201개 기업을 대상으로 Hayes의 순차매개효과 검증 방식을 활용해 가설을 검증하였다. 가설 검증 결과, 구매자의 ESG 활동은 공급자의 신제품 경쟁우위에 긍정적인 영향을 미치는 것으로 나타났으며, 공급자의 신제품 창의성은 구매자의 ESG 활동과신제품 경쟁우위 간의 관계에서 매개적 역할을 수행하였으나, 정보교환품질은 그렇지 못한 것으로 확인되었다. 이와 더불어 정보교환품질과 공급자의 신제품 창의성은 구매자의 ESG 활동이 신제품 경쟁우위에 미치는 긍정적인 영향을 순차적으로 매개하고 있음을 확인하였다. 이러한 연구 결과는 B2B 시장에서 구매자는 ESG 활동을 통해 공급자와의 협력을 강화하고, 이를 기반으로 지속가능한 경영목표를 달성할 수 있으며, 공급자는 ESG 활동을 새로운 시장기회를 창출하고 혁신역량을 강화하는 중요한 동력으로 활용할 수 있음을 의미한다.

영어초록

Purpose: This study aims to empirically analyze the role of buyers’ ESG (Environmental, Social, andGovernance) activities in enhancing collaboration with suppliers, securing supply chain sustainability, andfostering innovative performance in B2B market. Specifically, the study investigates the impact of buyers' ESGactivities on suppliers’ new product competitive advantage and examines the mediating roles of informationexchange quality and suppliers’ new product creativity. The research provides a deeper understanding of howESG activities can drive innovation and sustainable management practices within supply chain networks.
Research design, data, and methodology: The study employs a quantitative research design, analyzing datafrom companies registered with the Korea Association of Purchasing Managers. Among the top 500 companies interms of sales, 201 firms actively engaged in ESG activities were selected as the research sample. In order to testhypotheses, the study utilizes Hayes’ sequential mediation analysis framework, which allows for a rigorousexamination of the direct and indirect relationships between variables. Specifically, the model evaluates the directimpact of buyers’ ESG activities on suppliers’ new product competitive advantage and the sequential mediatingroles of information exchange quality and suppliers’ new product creativity. The data were collected viastructured surveys administered to key managers and executives within the selected firms.
Results: The results confirm that buyers’ ESG activities positively influence suppliers’ new productcompetitive advantage, highlighting the strategic value of ESG activities in enhancing supplier performance.
Furthermore, the study finds that suppliers’ new product creativity mediates the relationship between buyers’ESG activities and new product competitive advantage, suggesting that ESG practices stimulate creativeproblem-solving and product innovation among suppliers. However, the mediating effect of informationexchange quality was not supported, indicating that information quality alone may not be sufficient to translate ESG initiatives into competitive outcomes. Importantly, the sequential mediation analysis reveals thatinformation exchange quality and new product creativity together play a significant role in mediating the positiveimpact of buyers’ ESG activities on suppliers’ competitive advantage. This finding suggests that effectiveinformation sharing combined with creativity drives innovation outcomes within the B2B supply chain.
Conclusions: This study highlights the strategic importance of buyers’ ESG activities in B2B market,emphasizing their role in strengthening buyer-supplier collaboration and achieving supply chain sustainability.
The findings demonstrate that ESG activities directly enhance suppliers’ new product competitive advantagewhile fostering new product creativity as a critical mediating mechanism. Although information exchange qualitydid not independently mediate the relationship, its combined role with creativity reveals the importance ofintegrating high-quality information with innovative capabilities to drive sustainable outcomes.
For suppliers, ESG activities present opportunities to explore new markets and enhance innovation capabilitiesby responding to buyers’ sustainability requirements. For buyers, ESG activities serve as a foundation forlong-term, collaborative relationships that promote shared goals and drive competitive advantages. This studyunderscores the potential of ESG activities to foster collaborative innovation and sustainable management withinB2B supply chains. Future research could further examine industry-specific dynamics and contextual factors thatinfluence the effectiveness of ESG-driven relationships.

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