The impact of ESG marketing on consumer behavior in the digital environment

Abstract

The purpose of the study is to analyze and systematize theoretical and empirical approaches to studying the impact of ESG marketing communications on consumer behavior in the digital environment, identifying contradictions and gaps in existing research. Research methodology: it is based on a systematic review of scientific publications from 2006-2025, a critical analysis of consumer perception theories of CSR/ESG communications and a generalization of empirical research using a comparative method to identify differentiated consumer reactions. The results of the study demonstrate the asymmetric nature of the impact of ESG communications: with low satisfaction with the quality of products, ESG initiatives can reduce the market value of a company, while with a high level of trust they increase loyalty and willingness to pay a premium price; the effectiveness of ESG marketing is determined by the correspondence between the content of the message, consumer characteristics and competitive positioning of the company. The originality and significance of the results: consists in the development of an integrated conceptual model combining the theory of skepticism, the theory of informed action and the concept of competitive positioning to explain differentiated consumer reactions to ESG communications; the paradox of ESG marketing is revealed, according to which an increase in the volume of CSR communications with a low level of trust can enhance skepticism rather than reduce it; Directions for further empirical research are proposed, including studying the influence of the ESG message format in various digital channels and cross-cultural differences in perception.