Impact of ESG Activities on Purchase Intention: Focusing on Customer Participation and Customer Tolerance in the Vietnamese Market

Based on the importance of ESG in the corporate ecosystem, this study analyzed the impact of a company's ESG activities on consumers' psychological mechanisms. For this purpose, 250 copies of survey data were collected from consumers, and the research hypothesis was verified using AMOS 24.0 and SPSS 26.0. The analysis results show that, first, among ESG factors, environment and society had a positive (+) impact on customer participation, and had a positive (+) impact on customer tolerance. Additionally, and governance did not reach customer tolerance and customer participation. Second, customer participation had a positive effect on purchase intention, and customer tolerance also had affected purchase intention. Third, although there were differences in the impact of ESG activities on customer participation depending on the product type, there were no differences in the impact of customer tolerance on purchase intention. Through this study, we were able to confirm that ESG is important from the customer 's perspective and that it differs from the customer's perspective depending on the product type. Unlike previous studies that were limited to studying the investor perspective, this study focused on the impact of ESG on customer behavioral intentions, so it is expected to lay the foundation for future researchers from a marketing perspective on ESG.