Perceived ESG (environmental, social, governance) towards customer purchase intention in Malaysia: the mediating role of brand credibility, brand image, and perceived quality

• Main Authors: Abdul Wahid Esdar, Afiqah Abd Razak, Bb Ellyna Brahim, Cassiedy Thomas
• Format: Undergraduate Final Project Report
• Language: English
• Published: 2024
• Online Access: http://discol.umk.edu.my/id/eprint/14022/1/SAK1.pdf; http://discol.umk.edu.my/id/eprint/14022/

In today's business environment, aspects of environmental, social, and governance perception (ESG) have become critical in determining consumer attitudes and behaviors. Customers pay closer attention to the environmental, social, and Governance implications of the goods and services they choose as the public's awareness of global issues grows. The purpose of this research was to better understand the variables of perceived ESG (Environmental, Social, and Governance) practices and consumer reactions in Malaysia, with a focus on the mediating roles of brand image, brand credibility, perceived quality, and purchase intention might provide insightful information with broad implications. For the study statistics were used in the analysis of quantitatively obtained data. The data was collected by 459 respondents but involved only 400 as 59 were not involved from the whole community in Malaysia. The relationship between independent variables brand credibility, brand image, perceived quality, and purchase intention with the dependent variables perceived ESG has a positive relationship. The findings of this study advance our knowledge of how theories motivate businesses and Malaysians to tackle environmental issues because of outside pressures.