Manuscript Number : GISRRJ247413

Quantifying the Effectiveness of ESG-Aligned Messaging on Gen Z Purchase Intent Using Multivariate Conjoint Analysis in Ethical Brand Positioning

Authors(5) :-Immaculata Omemma Evans-Uzosike, Chinenye Gbemisola Okatta, Bisayo Oluwatosin Otokiti, Onyinye Gift Ejike, Omolola Temitope Kufile

Environmental, Social, and Governance (ESG) considerations have become integral to modern branding strategies, particularly in appealing to Generation Z, a consumer cohort that prioritizes authenticity, sustainability, and corporate responsibility. This study examines the effectiveness of ESG-aligned messaging on Gen Z’s purchase intent by employing multivariate conjoint analysis to isolate the influence of various message attributes—including environmental claims, social justice alignment, and governance transparency—within ethical brand positioning frameworks. Data were collected through a survey-based conjoint experiment involving 600 Gen Z participants, testing preference trade-offs among hypothetical brand profiles. Findings reveal that ESG messaging significantly impacts purchase intent, with environmental sustainability being the most valued component, followed by social equity and ethical governance. Furthermore, interactions between message tone (e.g., transparency vs. promotional) and communication channel (e.g., social media vs. brand website) moderated consumer responses. The study contributes to the literature on sustainable consumer behavior, ethical marketing, and brand strategy, offering actionable insights for marketers seeking to authentically connect with Gen Z audiences in the context of ESG-driven differentiation.

Authors and Affiliations

Immaculata Omemma Evans-Uzosike
Independent Researcher, Abuja, Nigeria
Chinenye Gbemisola Okatta
Independent Researcher, Abuja, Nigeria
Bisayo Oluwatosin Otokiti
Department of Business and Entrepreneurship, Kwara State University
Onyinye Gift Ejike
The Velvet Expression, Nigeria
Omolola Temitope Kufile
Amazon Advertising, USA

ESG Messaging, Gen Z Consumer Behavior, Conjoint Analysis, Ethical Brand Positioning, Purchase Intent

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Publication Details

Published in : Volume 7 | Issue 4 | July-August 2024
Date of Publication : 2024-08-20
License:  This work is licensed under a Creative Commons Attribution 4.0 International License.
Page(s) : 130-145
Manuscript Number : GISRRJ247413
Publisher : Technoscience Academy

ISSN : 2582-0095

Cite This Article :

Immaculata Omemma Evans-Uzosike, Chinenye Gbemisola Okatta, Bisayo Oluwatosin Otokiti, Onyinye Gift Ejike, Omolola Temitope Kufile, "Quantifying the Effectiveness of ESG-Aligned Messaging on Gen Z Purchase Intent Using Multivariate Conjoint Analysis in Ethical Brand Positioning", Gyanshauryam, International Scientific Refereed Research Journal (GISRRJ), ISSN : 2582-0095, Volume 7, Issue 4, pp.130-145, July-August.2024
URL : https://gisrrj.com/GISRRJ247413

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