The investigation of EGS brand purchase intention the moderating role of guilt

Abstract

Research purpose: This study examines how perceived ESG (Environmental, Social, and Governance), product availability, price, and packaging influence consumers’ adoption of ESG information, which in turn affects their purchase intention toward ESG-branded products. It also explores the moderating role of guilt in these relationships. Research motivation: While ESG practices are increasingly recognized worldwide, consumer-focused studies—especially in emerging markets like Vietnam—remain limited. Previous research mainly highlights corporate performance rather than understanding how young consumers process ESG information emotionally and cognitively. This study addresses that gap by focusing on Gen Z consumers. Research design, approach, and method: A quantitative approach was adopted through a survey of 302 students at the University of Economics Ho Chi Minh City. Data were analyzed using Smart PLS, applying the Information Adoption Model (IAM) and the Theory of Reasoned Action (TRA) to test the conceptual framework. Main findings: Perceived ESG, availability, and price significantly impact information adoption, while packaging shows little effect. Information adoption strongly predicts purchase intention. Guilt enhances the effects of perceived ESG and availability but not price or packaging. Practical/managerial implications: The study highlights the need for brands to enhance ESG message clarity, ensure product accessibility, and use hyemotional cues like guilt cautiously to maintain long-term engagement.