Finance

Business

Neuroscience

Perception

Credibility

Corporate governance

Advertising

Epistemology

Machine learning

Marketing

Philosophy

Political science

Brand awareness

Psychology

Brand equity

Source credibility

Quality (philosophy)

Brand image

Computer science

Brand management

Structural equation modeling

Social psychology

Sustainability

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

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