From Perception to Participation: ESG as a Stimulus for Consumer Engagement: An Integrated Theoretical Approach

ABSTRACT This study adopted an integrated theoretical approach to examine the influence of consumers' perceptions of ESG on their engagement in China. Consumer engagement was conceptualized as a multifaceted construct comprising consumer purchases, referrals, influence, and knowledge. The study further examined the mediating roles of trust and brand image, and the moderating role of ESG consciousness. Utilizing data from 365 consumers, analyzed through PLS‐SEM, findings revealed that consumers' ESG perception significantly enhances their engagement both directly and indirectly. Findings also support the mediating roles of trust and brand image. ESG consciousness moderated the ESG‐engagement and ESG‐trust relationships, though its influence on the ESG–brand image relationship was unsupported. This study advances ESG‐consumer behavior literature by providing an integrated consumer‐centered framework that explains how ESG perceptions translate into multidimensional engagement outcomes. With specific focus on China, the study provides important contextual insights from a setting characterized by an evolving ESG and sustainability landscape.