ESG and purchase decision: reducing information asymmetry through communications via digital technologies

Theophilus T.E. Onewo; Zhanna S. Belyaeva

doi:10.17308/econ.2026.1/13608

Авторы

Теофилус Тоби Эшиоземогие Онево Уральский федеральный университет имени первого Президента России Б.Н. Ельцина
Жанна Сергеевна Беляева Уральский федеральный университет имени первого Президента России Б.Н. Ельцина

DOI:

https://doi.org/10.17308/econ.2026.1/13608

Ключевые слова:

environment, social, governance, consumer behaviour, digital technologies, purchase decision, sustainability, corporate social responsibility

Аннотация

Subject. ESG and purchase decision: reducing information asymmetry through communications via digital technologies.
Objective. This study investigates the relationship between Environmental, Social, and Governance (ESG) practices and consumer purchase decision, specifically examining how communication via digital technologies reduces information asymmetry between organisations and consumers.
Methodology. The research instrument was a structured questionnaire. Using data from 384 internet users who are customers of selected companies in the fast-moving consumer goods (FMCG) sector in Nigeria and employing Structural Equation Modelling (SEM).
Results. The findings reveal that ESG practices influence consumer purchase decisions while digital technologies significantly mediate the relationship between ESG practices and purchase decision.
Conclusion. The study findings suggest that companies must leverage digital platforms to effectively communicate their sustainability efforts and social responsibility initiatives to consumers. This research to the best of the author’s knowledge is the first in the study area to provide empirical evidence of how ESG initiatives influence consumer purchasing decisions through digital technology adoption and usage. The study contributes to the growing literature on sustainable marketing and digital consumer engagement, providing practical implications for businesses seeking to enhance their ESG communication strategies.

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Биографии авторов

Теофилус Тоби Эшиоземогие Онево, Уральский федеральный университет имени первого Президента России Б.Н. Ельцина

MBA, аспирант
Жанна Сергеевна Беляева, Уральский федеральный университет имени первого Президента России Б.Н. Ельцина

канд. экон. наук, доцент

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