ESG MARKETING MODEL: A NEW PARADIGM TO UNDERSTAND THE IMPACT

摘要

Sustainability and impact are major topics in the front pages of media and daily discussions. As a result of this media coverage new sets of consumer’s purchasing habits are pushing companies and providers to align their products and services to sustainability and impact principles. The scope of this article is to propose a new model in order to understand the impact of Environmental, Social and Governance (ESG) Marketing on the consumer’s patterns and choices. ESG Marketing is considered the independent variable whereas Consumer’s Purchase Intention is the dependent variable in the model. ESG Marketing is composed by five dimensions: environmental belief, social belief, governance belief, ESG advertising and ESG branding. The authors’ control variables are demographic features - age, gender, education, occupation and income. The model is a perfect tool to run quantitative analysis taking into consideration its variables.