ESG and purchase decision: reducing information asymmetry through communications via digital technologies

Advertising plays a vital role in influencing consumer purchase decisions, particularly in the Fast-Moving Consumer Goods (FMCG) sector where intense competition and low product differentiation require brands to continuously engage consumers through effective communication strategies. This study examines the impact of advertising effectiveness on the purchase decisions of consumers for CavinKare products in Chennai. CavinKare Private Limited, a leading home-grown FMCG company headquartered in Chennai, has established strong brand recognition through innovative advertising campaigns for products such as Chik, Meera, Nyle, Indica, Fairever, and Spinz. The study focuses on understanding how various dimensions of advertising effectiveness influence consumer behaviour and buying decisions in the Chennai market. The research adopts a descriptive and analytical research design using primary data collected from 120 respondents residing in Chennai metropolitan areas. A structured questionnaire was used to gather responses regarding advertising awareness, message clarity, celebrity endorsement effectiveness, emotional appeal, media reach, and purchase decision influence. Stratified random sampling was employed to ensure representation across different age groups and geographical zones of Chennai. Statistical tools such as percentage analysis, weighted average score analysis, correlation, ANOVA, and multiple regression analysis were used to interpret the data and examine the relationship between advertising effectiveness and consumer purchase decisions.

This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. The sample in this study were 105 respondents who were willing and willing to take the time to fill out a questionnaire that was taken using purposive and convience sampling methods. Data collection using a questionnaire. Data analysis was performed by multiple linear regression with SPSS 17.00 software. The results of this study indicate that merchandise has an effect on consumer purchasing decisions with a significance value of 0.002, while the t table is 3.260, so the value of t count is greater than the t table. Store location does not have a significant effect on purchasing decisions at the Bintang Aquarium Solo Shop, as evidenced by a significance value of 0.551 while t count 0.598, the t value is smaller than the t table value. Employee service is not significant towards consumer purchasing decisions at Bintang Aquarium Solo Shop, as evidenced by the t value of 1.450 while the significance value is 0.150, so the value of t count is smaller than t table. Price affects consumer purchasing decisions at the Bintang Aquarium Solo shop, as evidenced by the t value of 2,400, while the significance value is 0.018, so the value of t is greater than the value of t table.
 This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. The sample in this study were 105 respondents who were willing and willing to take the time to fill out a questionnaire that was taken using purposive and convience sampling methods. Data collection using a questionnaire. Data analysis was performed by multiple linear regression with SPSS 17.00 software. The results of this study indicate that merchandise has an effect on consumer purchasing decisions with a significance value of 0.002, while the t table is 3.260, so the value of t count is greater than the t table. Store location does not have a significant effect on purchasing decisions at the Bintang Aquarium Solo Shop, as evidenced by a significance value of 0.551 while t count 0.598, the t value is smaller than the t table value. Employee service is not significant towards consumer purchasing decisions at Bintang Aquarium Solo Shop, as evidenced by the t value of 1.450 while the significance value is 0.150, so the value of t count is smaller than t table. Price affects consumer purchasing decisions at the Bintang Aquarium Solo shop, as evidenced by the t value of 2,400, while the significance value is 0.018, so the value of t is greater than the value of t table.
 This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. The sample in this study were 105 respondents who were willing and willing to take the time to fill out a questionnaire that was taken using purposive and convience sampling methods. Data collection using a questionnaire. Data analysis was performed by multiple linear regression with SPSS 17.00 software. The results of this study indicate that merchandise has an effect on consumer purchasing decisions with a significance value of 0.002, while the t table is 3.260, so the value of t count is greater than the t table. Store location does not have a significant effect on purchasing decisions at the Bintang Aquarium Solo Shop, as evidenced by a significance value of 0.551 while t count 0.598, the t value is smaller than the t table value. Employee service is not significant towards consumer purchasing decisions at Bintang Aquarium Solo Shop, as evidenced by the t value of 1.450 while the significance value is 0.150, so the value of t count is smaller than t table. Price affects consumer purchasing decisions at the Bintang Aquarium Solo shop, as evidenced by the t value of 2,400, while the significance value is 0.018, so the value of t is greater than the value of t table.
 This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. The sample in this study were 105 respondents who were willing and willing to take the time to fill out a questionnaire that was taken using purposive and convience sampling methods. Data collection using a questionnaire. Data analysis was performed by multiple linear regression with SPSS 17.00 software. The results of this study indicate that merchandise has an effect on consumer purchasing decisions with a significance value of 0.002, while the t table is 3.260, so the value of t count is greater than the t table. Store location does not have a significant effect on purchasing decisions at the Bintang Aquarium Solo Shop, as evidenced by a significance value of 0.551 while t count 0.598, the t value is smaller than the t table value. Employee service is not significant towards consumer purchasing decisions at Bintang Aquarium Solo Shop, as evidenced by the t value of 1.450 while the significance value is 0.150, so the value of t count is smaller than t table. Price affects consumer purchasing decisions at the Bintang Aquarium Solo shop, as evidenced by the t value of 2,400, while the significance value is 0.018, so the value of t is greater than the value of t table.
 
 This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. The sample in this study were 105 respondents who were willing and willing to take the time to fill out a questionnaire that was taken using purposive and convience sampling methods. Data collection using a questionnaire. Data analysis was performed by multiple linear regression with SPSS 17.00 software. The results of this study indicate that merchandise has an effect on consumer purchasing decisions with a significance value of 0.002, while the t table is 3.260, so the value of t count is greater than the t table. Store location does not have a significant effect on purchasing decisions at the Bintang Aquarium Solo Shop, as evidenced by a significance value of 0.551 while t count 0.598, the t value is smaller than the t table value. Employee service is not significant towards consumer purchasing decisions at Bintang Aquarium Solo Shop, as evidenced by the t value of 1.450 while the significance value is 0.150, so the value of t count is smaller than t table. Price affects consumer purchasing decisions at the Bintang Aquarium Solo shop, as evidenced by the t value of 2,400, while the significance value is 0.018, so the value of t is greater than the value of t table.
 This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. The sample in this study were 105 respondents who were willing and willing to take the time to fill out a questionnaire that was taken using purposive and convience sampling methods. Data collection using a questionnaire. Data analysis was performed by multiple linear regression with SPSS 17.00 software. The results of this study indicate that merchandise has an effect on consumer purchasing decisions with a significance value of 0.002, while the t table is 3.260, so the value of t count is greater than the t table. Store location does not have a significant effect on purchasing decisions at the Bintang Aquarium Solo Shop, as evidenced by a significance value of 0.551 while t count 0.598, the t value is smaller than the t table value. Employee service is not significant towards consumer purchasing decisions at Bintang Aquarium Solo Shop, as evidenced by the t value of 1.450 while the significance value is 0.150, so the value of t count is smaller than t table. Price affects consumer purchasing decisions at the Bintang Aquarium Solo shop, as evidenced by the t value of 2,400, while the significance value is 0.018, so the value of t is greater than the value of t table.
 This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. The sample in this study were 105 respondents who were willing and willing to take the time to fill out a questionnaire that was taken using purposive and convience sampling methods. Data collection using a questionnaire. Data analysis was performed by multiple linear regression with SPSS 17.00 software. The results of this study indicate that merchandise has an effect on consumer purchasing decisions with a significance value of 0.002, while the t table is 3.260, so the value of t count is greater than the t table. Store location does not have a significant effect on purchasing decisions at the Bintang Aquarium Solo Shop, as evidenced by a significance value of 0.551 while t count 0.598, the t value is smaller than the t table value. Employee service is not significant towards consumer purchasing decisions at Bintang Aquarium Solo Shop, as evidenced by the t value of 1.450 while the significance value is 0.150, so the value of t count is smaller than t table. Price affects consumer purchasing decisions at the Bintang Aquarium Solo shop, as evidenced by the t value of 2,400, while the significance value is 0.018, so the value of t is greater than the value of t table.
 This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. T

This study aims to analyze the impact of Social Media Marketing and Influencer Endorsement on Consumer Purchase Decision, with Brand Awareness as a mediating variable, using the Theory of Planned Behavior (TPB) as the theoretical framework. TPB is applied to understand how attitudes, subjective norms, and perceived behavioral control influence consumer intentions and purchase decisions. The data were analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS). The results show that Social Media Marketing and Influencer Endorsement do not have a direct effect on consumer purchase decisions. However, Brand Awareness has a positive and significant impact on purchase decisions. Furthermore, mediation analysis reveals that Social Media Marketing and Influencer Endorsement have a positive and significant effect on consumer purchase decisions through the mediating role of Brand Awareness.

The Fast-Moving Consumer Goods (FMCG), also known as Consumer-Packaged Goods (CPG), are goods that have a high shelf turnover, relatively low cost, and don't take much thought, time, or financial investment to purchase. Any product that is widely used; often moves relatively quickly and regularly. The FMCG sector is India's fourth-largest sector that affects daily life for everyone. The FMCG goods sector contributes vitally to the gross domestic products of India. The present study is an attempt to examine various factors that influence the consumers’ purchase decision of FMCG products with the sample size of 195 consumers by surveying through a structured questionnaire in the state of Kerala and analyzed using correlational analysis and factor analysis. To accomplish the objective of the study, both primary and secondary data were used. The result of the study showed that promotional factors, product factors, price factors, brand image, social influence, convenience, and information availability have a positive and significant relationship with purchase decisions. The study also reveals that the promotional factor variable has a great impact and a better level of significance compared with the other variables in influencing the decision of the consumer to buy FMCGs. Overall, the findings of the research paper provide empirical support for theories-based knowledge of the different variables influencing consumer purchase decisions, as well as experimentally testing and supporting hypothesized effects among the relationships of the aforementioned factors. As a result, it contributes significantly to a better understanding of consumer behaviour in context of purchase of FMCG.

This study investigates the influence of corporate social responsibility (CSR) initiatives on consumer purchase decisions in Nigeria's fast-moving consumer goods (FMCG) sector, a highly competitive market characterized by frequent, low-involvement purchases and intense rivalry. While traditional factors like price, quality, and availability dominate decision-making, growing consumer awareness in emerging economies has elevated CSR—encompassing social, environmental, and ethical dimensions—as a strategic differentiator that shapes brand trust, credibility, and loyalty. Drawing on stakeholder theory, signalling theory, and the theory of planned behaviour, the research addresses a key gap in context-specific empirical evidence from Nigeria, where socio-economic challenges amplify expectations for corporate societal contributions. A quantitative cross-sectional survey of 397 urban FMCG consumers revealed that CSR initiatives exert significant positive effects on purchase decisions (R² = 0.52), with social CSR showing the strongest impact (β = 0.32), followed by ethical (β = 0.28) and environmental (β = 0.21) dimensions. Consumer perception of CSR partially mediates these relationships, confirming that perceived authenticity, trust, and relevance translate CSR actions into behavioural outcomes rather than direct effects alone. These findings highlight the salience of community-oriented initiatives in developing contexts while underscoring the need for transparent communication to counter scepticism. The study advances understanding of multidimensional CSR in low-involvement markets and offers practical guidance for FMCG firms seeking competitive advantage through responsible practices aligned with local consumer values.

continuous improvement [4] .Our food system is also facing a multitude of shared challenges that need to be managed simultaneously:• increasing dependence on a global supply chain to source raw materials and partially processed food products, • growing pace and volumes of food trade

Purchase decisions are an important indicator of the success of marketing strategies in the skincare industry. Understanding the factors that influence consumer purchase decisions is essential for companies to strengthen competitiveness and build sustainable customer relationships. This study aims to examine the influence of social media marketing, product quality, and viral marketing on the purchase decisions of Scarlett skincare products, with brand awareness acting as a mediating variable. This research uses a quantitative approach with an associative design. The population of this study consists of consumers who have used or purchased Scarlett skincare products. The sample was determined using purposive sampling based on specific criteria related to product usage experience. Data were collected through an online questionnaire using a Likert scale. The data were analyzed using Structural Equation Modeling (SEM) with AMOS to test the measurement and structural models. The results indicate that social media marketing, product quality, and viral marketing have a positive influence on brand awareness. Furthermore, these variables also positively affect consumers’ purchase decisions. Brand awareness also plays a mediating role in strengthening the relationship between marketing activities, product quality, and consumer purchase decisions. These findings support the Stimulus–Organism–Response (SOR) theory, which explains that external marketing stimuli and product attributes influence consumer responses through internal cognitive processes such as brand awareness.

This study aims to determine the effect of surrounding reference variables, namely (product, service, and brand image) and Environmental Stimuli, on purchasing decisions. This research approach uses quantitative research. The data used in this study are primary data obtained from questionnaires and secondary data. This research was conducted at Chocholicious Cake Shop Makassar City. The population in the study used the Infinite population, with a sample size of 200 respondents / people in Makassar City. Data analysis using validity test, reliability test, R-Square test, F-Square test, direct effect test, and hypothesis submission using Partial Least Square. The results of this study indicate that the variables in the surrounding reference have a positive and significant effect on the consumer purchasing decision variable; Ambient references are factors around consumers that can influence their perceptions and purchasing decisions. Which means that factors such as recommendations from friends and family, public opinion, and advertising can influence consumer purchasing decisions. Likewise, the environmental stimuli variable has a positive and significant effect on consumer purchasing decisions. Environmental stimuli are factors around consumers that can influence their perceptions and purchasing decisions, which means that factors such as store layout, product design, store atmosphere, etc. can influence consumers' purchasing decisions.

This study investigates the structural mechanisms through which green marketing stimuli influence consumer purchase decisions within Karnataka’s Fast-Moving Consumer Goods (FMCG) sector. Grounded in the Theory of Planned Behaviour and the Value-Belief-Norm framework, the research examines the relationships between Green Perceived Value (GPV), Green Trust (GT), Environmental Concern (EC), Green Advertising Credibility (GAC), and Purchase Intention (PI). Data from 487 valid respondents were analyzed using Structural Equation Modeling (SEM). The results confirm all hypothesized paths, revealing that GPV (β = 0.41, p < 0.001) exerts the strongest direct effect on PI, followed by GT (β = 0.33, p < 0.001) and EC (β = 0.28, p < 0.001). Notably, GAC demonstrated a potent influence on GT (β = 0.57, p < 0.001), underscoring the foundational role of credible communication. The integrated model explains a substantial 63% of the variance in Purchase Intention (R² = 0.63), establishing a robust predictive framework. The findings provide empirical evidence that the transition of green products from niche to mainstream in emerging markets like Karnataka is driven by a synergy of tangible value, verifiable trust, and credible advertising, rather than environmental concern alone. DOI : https://doi.org/10.52783/pst.2746

Green marketing is an essential strategy in promoting public awareness of sustainability and the green economy. A positive brand image and strong e-WOM can influence consumer purchasing decisions in e-commerce. Environmentally friendly products are increasingly becoming the choice in supporting economic sustainability in the future. However, the effectiveness of green marketing in driving purchasing decisions through brand image and e-WOM still needs further analysis. The purpose of this study is to analyse the direct and indirect effects of green marketing on purchasing decisions, with brand image and e-WOM as mediators, among consumers who buy green products in Situbondo Regency. Hypothesis testing was conducted based on a structural equation model using the Partial Least Squares (SEM-PLS) approach. The main achievement expected from this study is to fill the knowledge gap by exploring how brand image and e-WOM can strengthen the influence of green marketing on purchasing decisions, particularly among electric bicycle users in Situbondo Regency. The results of this study can be used as a consideration in formulating more effective green marketing strategies by maximising the roles of brand image and e-WOM to encourage purchasing decisions.

This study aims to analyze the influence of Instagram influencers and Islamic branding on company reputation and consumer purchase decisions. In the digital age, companies increasingly rely on influencers to build reputation and influence consumer purchase decisions, while value-based branding, especially rooted in religious principles, is becoming more popular, particularly among Muslim consumers. This research uses a survey method with a quantitative approach, where data is collected through a questionnaire distributed to 92 Rabbani product consumers. Data analysis is performed using Structural Equation Modeling (SEM) to examine the relationships between variables. The results show that Instagram influencers have a significant impact on company reputation, which in turn affects consumer purchase decisions. Islamic branding also proves to enhance company reputation, especially among Muslim consumers, which ultimately drives purchase decisions. Additionally, company reputation acts as a mediator in the relationship between Instagram influencers and purchase decisions, as well as between Islamic branding and purchase decisions. These findings indicate that companies can leverage influencers and Islamic branding to build a strong reputation and increase sales. The implications of this research highlight the importance of companies selecting the right influencers and incorporating religious values into their branding to attract consumers.

This study was conducted to determine how different online marketing tools used in various industries such as Word of Mouth (WOM), online chat and email advertising affect brand perception and consumer purchasing decisions. The goal is to study the effects of different online marketing tools and techniques, WOM, online chat and email, on brand perception and consumer purchase decisions. There are many factors that influence consumer purchase decisions and the development of specific brand perceptions, but the most important factors that play an important role in changing consumer brand perceptions and purchase decisions are WOM and behavior. it has three variables. The results show that Karachi residents who are active on the Internet prefer WOM over the other two variables, namely online chat and email advertising. Various companies use online WOM marketing strategies to attract potential customers and influence their purchase decisions and brand perception. In Raipur and Durg, there are no common factors influencing consumer purchase decisions and brand perception development. WOM is consumer driven and is one of the cheapest online marketing methods used by many companies and proven to be effective.

Product diversification and brand equity are two critical factors that can influence consumer purchasing decisions. Product diversification can expand the range of products and services available to consumers, while brand equity can create trust and consumer loyalty. Promotion strategies can also serve as a moderator in the relationship between product diversification and brand equity with purchasing decisions. This research aims to analyze the impact of product diversification, brand equity, and promotion strategies on purchasing decisions. This study uses the Structural Equation Modeling (SEM) method with the assistance of Smart PLS software. The Hair method is used to determine the sample size, resulting in 140 respondents. The research results show that product diversification and brand equity have a positive influence on purchasing decisions. Promotion strategies play a moderating role that strengthens the influence of product diversification and brand equity on purchasing decisions, with the coefficient of determination analysis showing a figure of 72.6%, while the remaining 27.4% is influenced by other unexamined factors. Implications for companies indicate that companies aiming to enhance consumer purchasing decisions need to pay attention to two aspects: product diversification and brand equity. Product diversification can be achieved by offering a variety of products that can meet the diverse needs and desires of consumers. Brand equity can be built by creating trust and consumer loyalty. Furthermore, companies also need to use appropriate promotion strategies to enhance consumer purchasing decisions. Promotion strategies can be used to influence consumer perceptions of the products or services offered.

This study aims to determine the influence of the use of the Quick Response Code Indonesian Standard (QRIS) digital payment method on consumer purchase decisions using the Technology Acceptance Model approach. There are three independent variables used in this study, namely perception of utility, attitude towards use, and intention to use, and one dependent variable, namely purchase decision. The research method used was quantitative with a survey approach, and data collection was carried out through a closed questionnaire of 400 respondents. Data analysis was carried out using the Partial Least Squares - Structural Equation Modeling method through SmartPLS. The results showed that all independent variables had a significant effect on purchasing decisions. The intention to use QRIS is the most dominant factor influencing purchase decisions, followed by attitudes towards its use and the perception of benefits. The R-Square value of 0.858 indicates that the research model has a strong clear power in explaining the variables of purchasing decisions. This research contributes to adoption of digital payment technology among consumers. The results of the research are expected to be considered for digital payment system developers, business actors, and researchers in developing more effective strategies to increase the use of QRIS.

This study aimed to investigate factors that influence consumer purchase decision in Malaysian single-priced stores, which are also popularly known as RM2 stores. The study considered six factors that could affect purchase decision in RM2 stores, namely, corporate social responsibility (CSR), sales promotion, social media marketing, perceived value, store environment, and service quality. A quantitative research methodology was employed through a survey using questionnaires administered to 550 customers of the RM2 stores. The data gathered was then analysed through SPSS method to calculate the validity and reliability of the measurement items and to verify the impact of six independent variables on purchase decision. Based on the results, CSR, sales promotion, perceived value, and service quality had significant positive effects on purchase decision, while social media marketing and store environment proved to be insignificant. Among all the factors, perceived value had the strongest influence on purchase decision. The findings are important in assisting RM2 store retailers to understand the factors that affect consumer purchase decision which could help in improving sales. This study complements the current literature and addresses existing research gaps with regard to the linkages between factors that influence consumer purchase decision in Malaysian single-priced stores.