How ESG Information Shapes Consumer Awareness and Behavioral Intentions: Evidence from Sustainable Digital Commerce

Abstract

The growing importance of sustainable digital commerce has increased the need to understand how Environmental, Social, and Governance (ESG)-related information communicated through digitally mediated environments influences consumer decision-making and value creation. This study investigates the effects of corporate ESG information and public ESG information on consumer awareness and subsequent behavioral responses, including purchase intention, investment intention, advocacy, and positive perceptions toward ESG-oriented companies. Drawing on Stakeholder Theory and the theory of planned behavior, the study examines how different sources of ESG information shape consumer evaluations and intentions in an increasingly information-driven marketplace. Using partial least squares structural equation modeling (PLS-SEM), data from 1836 respondents obtained from the Korea Consumer Agency’s national consumer survey were analyzed. The results indicate that corporate ESG information significantly enhanced consumer awareness, whereas public ESG information did not have a significant effect on consumer awareness. Public ESG information significantly strengthened positive perceptions but did not significantly influence advocacy. Consumer awareness emerged as the strongest predictor of purchase intention, investment intention, advocacy, and positive perception. It significantly mediated the relationships between corporate ESG information and consumer responses, whereas no significant indirect effects were observed for public ESG information. However, corporate ESG information did not directly increase purchase intention or investment intention, suggesting that awareness represents the primary mechanism through which ESG communication influences consumer responses. These findings contribute to the literature on sustainable digital commerce by demonstrating that ESG information functions as a strategic market signal that promotes consumer engagement and sustainable value creation through awareness. The study further provides practical implications for firms and policymakers seeking to develop credible ESG communication strategies that support the green transition and foster sustainable consumer decision-making.