Factors affecting UEH student’s buying behavior with brands publicly having ESG activities

Abstract

Purpose - This research paper targets analyzing the influence of PESG, availability, price and packaging on the environmental, social and governance (ESG) information adoption, resulting in an impact to purchase intention towards ESG-brand products. Moreover, in the point of view of customers, guilt is also considered as a strengthening element in other factor’s relationships. Design/methodology/approach - The paper highlights new literature which examines the progression and ESG’s effects on businesses and consumer behavior. The authors used descriptive quantitative research, with the surveyed sample of over 300 UEH university students and data analyzing through Smart PLS. Findings - Perceived ESG, availability and price were identified as stimulus factors in ESG information adoption. The packaging element appeared to be the least affecting. Purchase intention towards this kind of goods was recorded to be affected by the information adoption. Moreover, guilt was proved to have certain positive impacts on the announced relationships. Research limitations/implications - Though exploring the purchase intentions, this study is limited to the aspirational level and does not account for actual purchasing behavior. "Additionally, the sample size is comparatively small, potentially leading to sampling bias" paraphrase this one. Furthermore, the relatively small sample size could result in sampling bias. The cross-sectional design restricts the exploration of long perceived ESG practices and motivations behind purchasing ESG products, as it does not account for the temporal dimension of ESG activities. Thus, opportunities are created for potential research in the future which can be enhanced on existing and emerging studies. Practical implications - The paper creates awareness of the core reasons behind unsuccessful approach or launching of ESG-brand products, which is mainly about the adoption ability of the customer in terms of ESG. Managers, especially marketers, need to be aware of these elements’ influence on consumer’s mind and action. Originality/value - This study delves into the depth of customer’s understanding about ESG from various views