Assessing the Effect of Environment, Social and Governance on Brand Attachment and Brand Loyalty: A Conceptual Paper

Tong Su (), Qichen Zhang (), Liping Zhang () and Poh-Chuin Teo ()
Additional contact information
Tong Su: Baoding University, China / Azman Hashim International Business School, Universiti Teknologi
Qichen Zhang: WARM HOUSE COMPANY
Liping Zhang: Baoding University, Hebei
Poh-Chuin Teo: Azman Hashim International Business School, Universiti Teknologi

No 14716500, Proceedings of Economics and Finance Conferences from International Institute of Social and Economic Sciences

Abstract: The increasing significance of environmental, social, and governance (ESG) factors in business practices has sparked interest in understanding their impact on consumer behavior, particularly in the context of brand attachment and brand loyalty. This conceptual paper proposes a theoretical framework to explore the influence of different dimensions of ESG practices on consumers? emotional connection to brands (brand attachment) and their subsequent behavioral response (brand loyalty). The paper examines the roles of environmental responsibility, social engagement, and governance effectiveness as key drivers of consumer attachment and loyalty. Additionally, the proposed framework considers the mediating effect of brand attachment on the relationships between ESG and brand loyalty. By presenting research propositions, this paper aims to contribute to the growing body of knowledge on ESG?s role in shaping brand-consumer dynamics, providing a foundation for future empirical investigations.

Keywords: Environmental; Social and governance (ESG); Brand attachment; Brand loyalty; Conceptual paper; Consumer behaviour (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Pages: 10 pages
New Economics Papers: this item is included in nep-env
References: View references in EconPapers View complete reference list from CitEc
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Published in Proceedings of the Proceedings of the International Conference on Economics, Finance & Business, Lisbon, Nov -0001, pages 98-107

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