Perceived ESG (Environmental, Social, Governance) and Consumers’ Responses: The Mediating Role of Brand Credibility, Brand Image, and Perceived Quality
Abstract
:1. Introduction
2. Literature Review and Hypotheses
2.1. ESG
2.2. Perceived ESG and Its Effects
2.2.1. Perceived ESG on Brand Credibility
2.2.2. Perceived ESG on Brand Image
2.2.3. Perceived ESG on Perceived Quality
2.3. Brand Credibility, Brand Image, and Perceived Quality
2.4. Attitude on Purchase Intention
3. Methodology
3.1. Design and Sample
3.2. Measures
4. Analysis and Results
4.1. Measurement Model
4.2. Structural Model
4.2.1. Main Effects
4.2.2. Mediating Effects
5. Discussion and Implications
5.1. Theoretical Implications
5.2. Managerial Implications
5.3. Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Variables | N | Percentage | |
---|---|---|---|
Gender | Male | 223 | 48.7 |
Female | 235 | 51.3 | |
Age | 20–29 | 91 | 19.9 |
30–39 | 105 | 22.9 | |
40–49 | 125 | 27.3 | |
50–59 | 137 | 29.9 | |
Monthly Household Income | Less than 2000 | 103 | 22.5 |
2000–4000 | 198 | 43.2 | |
4000–7000 | 115 | 25.1 | |
More than 7000 | 42 | 9.2 | |
Education | High school or below | 69 | 15.1 |
Junior college | 65 | 14.2 | |
Bachelor | 269 | 58.7 | |
Postgraduate and above | 55 | 12.0 | |
Occupation | Student | 36 | 7.9 |
Housewife | 52 | 11.4 | |
Employee | 226 | 49.3 | |
Governmental officer | 27 | 5.9 | |
Businessman | 38 | 8.3 | |
Professional | 47 | 10.3 | |
Others | 32 | 7.0 |
Construct | Items | Factor Loading | Cronbach’s Alpha | AVE | CR |
---|---|---|---|---|---|
ENV | ENV1 | 0.870 | 0.952 | 0.806 | 0.961 |
ENV2 | 0.896 | ||||
ENV3 | 0.892 | ||||
ENV4 | 0.887 | ||||
ENV5 | 0.907 | ||||
ENV6 | 0.931 | ||||
SOC | SOC1 | 0.819 | 0.934 | 0.716 | 0.946 |
SOC2 | 0.803 | ||||
SOC3 | 0.873 | ||||
SOC4 | 0.851 | ||||
SOC5 | 0.864 | ||||
SOC6 | 0.845 | ||||
SOC7 | 0.864 | ||||
GOV | GOV1 | 0.815 | 0.938 | 0.765 | 0.951 |
GOV2 | 0.880 | ||||
GOV3 | 0.862 | ||||
GOV4 | 0.905 | ||||
GOV5 | 0.896 | ||||
GOV6 | 0.885 | ||||
BC | BC1 | 0.906 | 0.911 | 0.849 | 0.944 |
BC2 | 0.928 | ||||
BC3 | 0.930 | ||||
BI | BI1 | 0.824 | 0.829 | 0.743 | 0.896 |
BI2 | 0.878 | ||||
BI3 | 0.882 | ||||
PQ | PQ1 | 0.940 | 0.933 | 0.881 | 0.957 |
PQ2 | 0.939 | ||||
PQ3 | 0.937 | ||||
AT | AT1 | 0.928 | 0.926 | 0.871 | 0.923 |
AT2 | 0.944 | ||||
AT3 | 0.927 | ||||
PI | PI1 | 0.904 | 0.885 | 0.871 | 0.953 |
PI2 | 0.879 | ||||
PI3 | 0.921 |
Construct | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 |
---|---|---|---|---|---|---|---|---|
1. AT | 0.933 | |||||||
2. BC | 0.763 | 0.922 | ||||||
3. BI | 0.773 | 0.752 | 0.862 | |||||
4. ENV | 0.486 | 0.502 | 0.462 | 0.898 | ||||
5. GOV | 0.708 | 0.620 | 0.599 | 0.673 | 0.875 | |||
6. PI | 0.798 | 0.698 | 0.737 | 0.403 | 0.616 | 0.897 | ||
7. PQ | 0.789 | 0.755 | 0.740 | 0.463 | 0.671 | 0.731 | 0.939 | |
8. SOC | 0.730 | 0.688 | 0.664 | 0.735 | 0.809 | 0.809 | 0.658 | 0.846 |
2nd Order Construct | 1st Order Construct | Weight/Loading | VIF | t-Values |
---|---|---|---|---|
PESG | ENV-ESG | −0.118 (weight) 0.692 (loading) | 2.262 | 1.552 |
SOC-ESG | 0.717 (weight) | 3.572 | 7.863 | |
GOV-ESG | 0.419 (weight) | 3.009 | 5.018 |
Hypothesis | Path | β | t-Value | p-Value | Result |
---|---|---|---|---|---|
H1 | PESG → BC | 0.695 | 24.082 | 0.000 | Supported |
H1a | ENV → BC | −0.040 | 0.717 | 0.474 | Not supported |
H1b | SOC → BC | 0.562 | 7.812 | 0.000 | Supported |
H1c | GOV → BC | 0.193 | 2.896 | 0.000 | Supported |
H2 | PESG → BI | 0.706 | 24.667 | 0.000 | Supported |
H2a | ENV → BI | −0.091 | 1.354 | 0.176 | Not supported |
H2b | SOC → BI | 0.570 | 7.277 | 0.000 | Supported |
H2c | GOV → BI | 0.200 | 2.796 | 0.000 | Supported |
H3 | PESG → PQ | 0.701 | 23.630 | 0.000 | Supported |
H3a | ENV → PQ | −0.118 | 2.128 | 0.034 | Not supported |
H3b | SOC → PQ | 0.399 | 5.538 | 0.000 | Supported |
H3c | GOV → PQ | 0.428 | 5.927 | 0.000 | Supported |
H4 | BC → AT | 0.225 | 4.651 | 0.000 | Supported |
H6 | BI → AT | 0.383 | 7.637 | 0.000 | Supported |
H8 | PQ → AT | 0.328 | 7.183 | 0.000 | Supported |
H10 | AT → PI | 0.804 | 44.791 | 0.000 | Supported |
Effects | Path | Direct Effect | Indirect Effect | Total Effect | VAF | Sobel Test | Result | |||
---|---|---|---|---|---|---|---|---|---|---|
β | Stat. | S. E | Stat. | S. E | ||||||
Direct without mediator | PESG → AT | 0.624 | 21.431 | 0.029 | Not applicable | Supported | ||||
Indirect with mediator | H5: PESG → BC → AT | |||||||||
PESG → AT | 0.268 | 5.992 | 0.045 | 0.347 | 0.615 | 0.564 | 10.154 | 0.034 | Partial mediation | |
PESG → BC | 0.673 | 21.829 | 0.031 | |||||||
BC → AT | 0.517 | 11.809 | 0.045 | |||||||
H7: PESG → BI → AT | ||||||||||
PESG → AT | 0.245 | 5.971 | 0.041 | 0.372 | 0.617 | 0.603 | 11.865 | 0.031 | Partial mediation | |
PESG → BI | 0.643 | 18.937 | 0.034 | |||||||
BI → AT | 0.579 | 15.422 | 0.038 | |||||||
H9: PESG → PQ → AT | ||||||||||
PESG → AT | 0.232 | 5.773 | 0.040 | 0.386 | 0.618 | 0.624 | 11.437 | 0.033 | Partial mediation | |
PESG → PQ | 0.672 | 19.903 | 0.034 | |||||||
PQ → AT | 0.575 | 13.952 | 0.041 |
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Koh, H.-K.; Burnasheva, R.; Suh, Y.G. Perceived ESG (Environmental, Social, Governance) and Consumers’ Responses: The Mediating Role of Brand Credibility, Brand Image, and Perceived Quality. Sustainability 2022, 14, 4515. https://doi.org/10.3390/su14084515
Koh H-K, Burnasheva R, Suh YG. Perceived ESG (Environmental, Social, Governance) and Consumers’ Responses: The Mediating Role of Brand Credibility, Brand Image, and Perceived Quality. Sustainability. 2022; 14(8):4515. https://doi.org/10.3390/su14084515
Chicago/Turabian StyleKoh, Hee-Kyung, Regina Burnasheva, and Yong Gu Suh. 2022. "Perceived ESG (Environmental, Social, Governance) and Consumers’ Responses: The Mediating Role of Brand Credibility, Brand Image, and Perceived Quality" Sustainability 14, no. 8: 4515. https://doi.org/10.3390/su14084515