The Perception of ESG Management and its Relationship with Customer Satisfaction and Loyalty in Green Consumerism

Abstract

The rampant consumption prevalent in contemporary society has resulted in significant environmental problems such as global warming and pollution. As a result, there's a growing shift towards green consumerism, where people prefer environmentally-friendly products. This study examines how perceptions of Environmental, Social, and Governance (ESG) management influence customer satisfaction and loyalty toward carbon-neutral packaging. Using surveys and regression analysis, we found that environmental and social concerns significantly enhance customer satisfaction and loyalty. Interestingly, while company transparency boosts satisfaction, it has a lesser impact on loyalty. Our findings suggest that businesses should prioritize environmental and social initiatives to meet consumer expectations and foster loyalty. Integrating social engagement with environmental efforts and using storytelling in marketing can further enhance these outcomes. This research contributes to a deeper understanding of how ESG factors drive consumer behavior, offering practical insights for companies aiming to succeed in the sustainable packaging market Furthermore, fostering collaboration between companies and consumers can lead to innovative solutions in sustainable packaging, while leveraging digital innovation can enhance transparency and engagement, ultimately driving more effective ESG initiatives.