Brand attitude as the catalyst: transforming perceived ESG to consumer's purchase intention in low-carbon consumption

Theoretical contributions are twofold: First, the integration of signaling theory with brand attitude frameworks elucidates the psychological sequencing through which institutional sustainability signals translate into purchase behaviors. Second, the typological approach to green skepticism advances existing environmental psychology models by delineating context-specific moderation effects. Practically, the results provide actionable insights for marketers aiming to design effective ESG communication strategies and foster consumers' positive brand attitude in low-carbon consumption.