Environmental, Social, and Governance practices on impulse buying tendency through young customer engagement

Abstract

This research explores how customer engagement with the F&B brand’s dedication to social responsibility, sustainable business practices, and corporate governance influences impulsive buying. An online survey was requested, and a total of 322 participants were chosen for data analysis. To conduct statistical analysis, partial least squares structural equation modeling (PLS-SEM) was used with the SmartPLS3 program. The findings reveal that F&B brands’ ESG practices (environmental, social, and governance) influence customer engagement and impulsive buying tendency. It confirms that strong ESG efforts lead to higher customer engagement, with the social pillar having the strongest impact. Engaged customers, especially those valuing ESG, are more likely to impulsively buy products aligning with their values. Based on the results, both theoretical and practical implications are suggested to focus on social responsibility initiatives like employee wellbeing and diversity programs, followed by using time-sensitive marketing like limitededition items to create urgency and boost sales.