The impact of digital environmental, social, and corporate governance on consumer purchase intention

The topic of digital environmental, social, and governance (DESG) is playing a key role in attracting increasing interest among managers, which can be realized as a vital strategic movement for sustainable business practices in the contemporary digital era. As a result, this study investigates the impact of DESG factors on consumer purchase intention (PUIN), considering the mediating role of electronic word of mouth (eWOM), brand equity (BEU), and the moderating role of customer knowledge. This relationship was examined through a survey of 612 participants. Structural equation modeling (SEM) analysis indicated that the model fits well with the research data, confirming the significant influence of DESG on shaping PUINs. The study also verifies the mediating role of eWOM and the moderating role of customer knowledge within the Vietnamese context. Interestingly, the findings reveal that DESG affects PUIN both directly and indirectly through eWOM. These insights provide policymakers with suggestions to enhance consumer PUINs in the digital era and offer marketers strategies to increase the consumption of products and services.