중국 신에너지 자동차 기업의 ESG 경영이 기업 신뢰도 및 구매 의도에 미치는 영향: 소비자 연령대의 조절효과

Purpose: New energy vehicles are becoming increasingly popular due to their environmental protection and economic advantages. This study aims to explore the impact of china’s new energy vehicle ESG management on consumer purchase intention, with corporate trust as a mediating effect, with age groups as the moderated mediating effect. Research design, data, and methodology: Conducted online survey for Chinese consumers, and 277 valid samples were returned. First, an exploratory factor analysis and confirmatory factor analysis using the SPSS 26.0 program and AMOS 26.0 program. To test these hypotheses, regression analysis, moderated mediating effect analysis and media effect analysis were performed. Results: The results show that ESG management can affect corporate trust, environment and social have a positive (+) impact on corporate trust, governance has no significant impact on corporate trust. And all three ESG management variables of china new energy automobile industry have positive (+) impact on purchase intention. Thirdly, corporate trust have positive impact on purchase intention. Fouthly, It is corporate trust plays a mediating role between china new energy automobile Industry’ ESG management and purchase intention. Lastly, age groups a moderated mediating role between ESG management, corporate trust and purchase intention in China’s new energy vehicle industry. Implications: The research results will contribute to the development of China new energy automobile industry’ ESG management enterprises in marketing. While making use of ESG management, enterprises should also pay attention to the consumers of the trust of ESG management and build positive impressions of industry in the hearts of consumers, so as to promote the sustainable development of business ecosystem. Furthermore, it can offer valuable insights for practitioners in the development of effective strategies for ESG management implementation.