The company ESG activities factors driving consumers purchase intention in China live commerce-taking pro environmental products as an example explain

¹ School of management, jeonju University, chonja Street, jeonju Town, Korea
² China Merchants Securities Shijiazhaung branch, Guanli Apartment, Guang'an Street, Chang'an District, Shijiazhuang City China

^a* 202201052xue_@jj.ac.kr
^b wiznines@gmail.com
^c liuyujia1@cmschina.com.cn

Abstract

With the increase of concern of the Sustainable Development, the importance of the emerging the ESG ranting is wildly recognized by global financial institutions, investors, and governments. Cause of that emerging industries environmental performance, social responsibility, and corporate governance are increasingly becoming the consensus of multinational green financial institutions, investors, and governments. There are series of current research have analysis the ESG effect on consumer, while few studies have extended Stimulate Organism and Response (SOR) framework within the consumers’ psychology process. After offering a comprehensive analysis of the SOR framework, we integrate the ESG component into the SOR framework as a more pertinent and contemporary alternative. Considering the rapid growth of live commerce and heightened environmental awareness in China, ESG offers a comprehensive lens to understand how stimulation impacts organisms and subsequently influences behavior.