Perceived ESG (Environmental, Social, Governance) and Consumers’ Responses: The Mediating Role of Brand Credibility, Brand Image, and Perceived Quality

This paper explores whether consumers’ perceptions of environmental, social and governance initiatives can impact on attitude, how three brand-related constructs—brand credibility, brand image perceived quality—mediate this relationship. An online survey was conducted with 458 South Korean consumers, the data were investigated through a partial least squares structural equation modeling (PLS-SEM) technique. The empirical results indicated direct positive effects dimensions ESG image, quality. However, no environmental dimension constructs identified. Further, confirmed that quality partially mediate relationship between attitude. Based findings, suggests implications future research directions.