This study examines how environmental (E), social (S), and governance (G) factors shape consumers’
corporate image and trust, and how these perceptions influence purchase and recommendation
intentions. Using survey data analyzed with SEM, the findings show that ESG significantly explains
the formation of consumer perceptions and behavioral intentions. All ESG dimensions positively
affect both corporate image and trust, with the environmental dimension exerting the strongest effect,
followed by social and governance factors. Eco-friendly initiatives function as a salient signal of
sustainability and authenticity, while social value creation and governance transparency remain
important foundations for favorable evaluations. Corporate image and trust both increase purchase
and recommendation intentions; however, trust has a stronger effect than corporate image, indicating
that confidence in a firm is more decisive than general likability in converting perceptions into
action. Managerially, firms should treat ESG as a long-term agenda rather than a promotional tactic.
Companies should pursue measurable environmental improvements and disclose verifiable outcomes,
while strengthening social contributions and governance transparency. Credible, evidence-based ESG
communication at consumer touchpoints is critical for building trust and supporting sustainable
market performance. Overall, ESG can foster competitive advantage.
This study examines how environmental (E), social (S), and governance (G) factors shape consumers’
corporate image and trust, and how these perceptions influence purchase and recommendation
intentions. Using survey data analyzed with SEM, the findings show that ESG significantly explains
the formation of consumer perceptions and behavioral intentions. All ESG dimensions positively
affect both corporate image and trust, with the environmental dimension exerting the strongest effect,
followed by social and governance factors. Eco-friendly initiatives function as a salient signal of
sustainability and authenticity, while social value creation and governance transparency remain
important foundations for favorable evaluations. Corporate image and trust both increase purchase
and recommendation intentions; however, trust has a stronger effect than corporate image, indicating
that confidence in a firm is more decisive than general likability in converting perceptions into
action. Managerially, firms should treat ESG as a long-term agenda rather than a promotional tactic.
Companies should pursue measurable environmental improvements and disclose verifiable outcomes,
while strengthening social contributions and governance transparency. Credible, evidence-based ESG
communication at consumer touchpoints is critical for building trust and supporting sustainable
market performance. Overall, ESG can foster competitive advantage.