Direct or Indirect? The Effect of ESG Message Strategy on Purchase Intention in New Energy Vehicle Advertising

This study investigates the influence of ESG message strategies on purchase intention in new energy vehicle (NEV) advertising. Grounded in advertising message strategy, speech act and consumer behavior theories, the research examines strategy presence, directness, and boundary conditions. Two experiments (N = 604) were conducted: Study 1 (n = 204) used a control design to test ESG message strategy presence, while Study 2 (n = 400) employed a 2 (Direct vs. Indirect) × 2 (Luxury vs. Affordable) between-subjects design. Results indicate that ESG messaging significantly enhances purchase intention, with direct strategies outperforming indirect ones. Psychological responses (brand trust, image, and attitude) partially mediate this relationship. Furthermore, brand type moderates the effect: while direct messaging increases purchase intention for both categories, the impact is significantly stronger for affordable brands. These findings extend speech act theory to sustainability marketing and provide strategic guidance for NEV advertisers.