ESG Advertising in building brand equity: a crucial development trend

Abstract

This study investigates the impact of Environmental, Social, and Governance (ESG) advertising on consumer behavior and brand equity in Vietnam. The research examines how different ESG dimensions (environmental, social, and governance) influence consumer behavior and how advertising channels, emotional appeals, and message framing mediate or moderate these relationships. A mixed-methods approach was employed, including qualitative interviews with 11 participants to refine the research model and a quantitative survey of 206 participants to test the proposed hypotheses. The findings reveal that both environmental and social dimensions of ESG advertising positively influence consumer behavior, while the governance dimension has a less pronounced effect. The choice of advertising channels and the inclusion of emotional appeals were found to mediate these relationships, with specific channels and emotional framing enhancing the effectiveness of ESG advertising. Traditional media like newspapers and outdoor banners remain relevant, particularly for in-depth information, while digital channels like YouTube and social networks are effective for reaching younger audiences. Social issues, such as community well-being and social equity, resonate strongly with consumers, suggesting that campaigns focusing on social impacts can be particularly effective. The study contributes to the understanding of ESG advertising by offering a comprehensive model that incorporates various ESG dimensions, advertising channels, emotional appeals, and message framing. It also highlights the importance of considering the cultural context, as the study was conducted in Vietnam, a developing country with a specific cultural background. The findings have practical implications for marketers and brand managers, emphasizing the need to strategically leverage ESG factors in advertising to enhance brand equity and influence consumer behavior. Future research should explore the long-term effects of ESG advertising, the differential impact of specific ESG initiatives, and cross-cultural comparisons to further enrich the understanding of ESG advertising and its impact on consumer behavior