A study on Chinese consumer awareness of ESG management and consumption behavior

This study investigated Chinese consumers' awareness of ESG management and empirically analyzed the impact of consumer awareness of ESG management on consumption behavior. An online survey was conducted targeting general adult consumers living in first-tier cities in China. Of the 531 total respondents, 336 consumers who were aware of ESG management were used in the final analysis, and the SPSS 29 and AMOS 26 programs were used for statistical analysis. The results of the study are as follows. First, the level of awareness and perception of ESG management by Chinese consumers was found to be very high. Second, the impact of Chinese consumers' awareness of ESG management on consumption behavior was found to have a statistically significant positive effect. Third, Chinese consumers' awareness of ESG management had a significant moderating effect by gender on the relationship between consumption behavior and ESG management. Male consumers' awareness of ESG management was found to be relatively higher than that of female consumers, and both groups were found to have an impact on consumption behavior. In the case of women, eco-friendly consumption behavior was found to be higher than that of men, and men's ethical consumption behavior was found to be higher. Based on the above research results, the implications for raising Chinese consumers’ awareness of ESG management and companies are as follows. First, it is necessary to establish management strategies that take into account the level of Chinese consumers’ awareness of ESG management. Second, ESG management is closely related to consumers’ living environment and consumption behavior, but research on consumer awareness of this is insufficient, and research on ESG consumption behavior related to ESG management is needed. Third, as shown in the results of this study, Chinese consumers’ awareness of ESG management affects consumption behavior, so consumer-centered ESG management activities are needed. Fourth, it is necessary to secure transparency and reliability through disclosure of evaluation agencies and verification methodologies for ESG management.