| abstract |
| Background Modern brands survive only if they are socially responsible, and this may not be an exaggeration. The growing number of research that discovers the relationship between consumer behaviors and a brand’s social engagement. Moreover, the demand for brands and companies’ corporate social responsibility (CSR) has increased, requested by the industry itself. With the government’s active support to protect domestic corporations, the importance of the company’s activities toward Environment, Society, and Governance (ESG) has been altogether combined and highlighted. However, as ESG metrics focus on to evaluate the financial compatibility, the authenticity and credibility of ESG campaigns are constantly questioned by consumers who have suffered from deceiving marketing.
Methods Research initially examines existing research on CSR and ESG activities and marketing strategies. Based on the literature review, the research defines the authenticity and credibility in ESG marketing and activities. Research explores possible association that has not been spotted through a focus group interview. With a precise examination of the interview, a research model is constructed, to set verifiability as the independent variables affecting the perception of consumers. Consequently, the researcher will investigate how consumer shifts their perception towards ESG activities as the level of interaction and tangibility of evidence strengthens in the marketing channel. KOLON, Patagonia, SSG Landers, and Beyond has been selected to compare their ESG campaigns and explore reactions. An online survey is executed to assess the research model and hypothesis. Post hoc analysis of the research model is performed through in-depth interview.
Result Survey results present that the interaction level of ESG marketing channel is positively associated with both marketing’s credibility and perceived authenticity. The tangibility was found to be not statistically significant in terms of association with credibility and perceived authenticity. During in-depth interview, results are once again revisited, disclosing the potential of tangibility in marketing channels.
Conclusion Research reveals the interaction between consumers and marketing channels influences the authenticity and credibility of the brand’s ESG performance. Thus, brands must approach their ESG activity to consumer more actively and evidently in order to persuade their existing and possible consumers. |
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| Key Words |
| ESG Marketing, Credibility, Consumer Perception |
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