This paper discusses the implications of ESG-focused digital marketing on responsible consumption behaviour and analyses the mediating role of consumer awareness and perception. Using stakeholder theory, signaling theory, and the Theory of Planned Behavior, a framework is designed to predict how ESG communication might influence consumer choice. Through survey data and PLS-SEM, the findings reflect that ESG-centered digital marketing can affect responsible consumption behaviour both directly and indirectly. The consumer awareness and perception are said to have a partial mediating effect in this instance, where an explanation of the concept of ESG and the consumers' perception of such initiatives informs choices made at the point of purchase. The model confirms acceptable levels of reliability, validity, and explanatory power. This is one of the rare studies that include the three dimensions of ESG within the digital marketing context for sustainability communication and consumer behaviour. Results feed into organizations aspiring to seize opportunities in integrating ESG communication strategies within business models aimed at promoting responsible consumption..
Download
Download XML