What question did this study set out to answer?

This study aims to analyze how online platform ESG activities influence consumer positive subjective experience, brand trust, and behavioral intention.

April 19, 2026Open Access

The Effect of Online Platform ESG Activities on Consumers’ Positive Subjective Experience, Brand Trust, and Behavioral Intention

Key Points

This study aims to analyze how online platform ESG activities influence consumer positive subjective experience, brand trust, and behavioral intention.
Divided ESG activities into six dimensions: environmental value, climate change response, win-win growth, consumer protection, information transparency, fair trade.
Conducted a survey among online platform consumers in Korea aged 20s to 50s, with 308 respondents in final analysis.
Analyzed research hypotheses using SEM analysis via SPSS/AMOS.
Climate change response, win-win growth, and fair trade significantly affect positive subjective experience.
Consumer protection and fair trade significantly enhance brand trust.
Positive subjective experience significantly boosts brand trust.
Both positive subjective experience and brand trust significantly influence behavioral intention.

Abstract

Purpose: Sustainability-minded consumers are increasingly interested in corporate ESG activities. The purpose of this study is to analyse the effect of online platform ESG activities on consumers' positive subjective experience, brand trust, and behavioural intention.Research design, data, and methodology: The online platform ESG activities are divided into six dimensions: environmental value, climate change response, win-win growth, consumer protection, information transparency, and fair trade. The survey was conducted among online platform consumers (20s to 50s) in Korea, and 308 respondents w ere used for the final analysis. The research hypotheses were analysed by SEM analysis using SPSS/AMOS.Results: First, among the online platform ESG activities, climate change response, win-win growth, and fair trade have a significant effect on positive subjective experience. Second, consumer protection and fair trade among online platform ESG activities have a significant effect on brand trust. Third, online platform consumers' positive subjective experience has a significant effect on brand trust. Fourth, online platform consumers' positive subjective experience and brand trust have a significant effect on behavioural intention.Implications: Academically, this study organized the sub-factors of online platform ESG activities into multiple dimensions and confirmed the relationship between them and positive subjective experience, brand trust, and behavioral intention. Practically, online platform companies need to pay more attention to ESG activities such as environmental value and information transparency, which showed a significant difference from consumers' expectations/demands. It is necessary for online platform companies to make their own efforts to effectively address environmental, social and governance issues. As the influence of online platforms on the retail industry is currently very high, it is necessary for online platforms to faithfully implement climate change response, consumer protection, win-win growth, and fair trade to positively effect consumer behaviour in pursuit of digitalisation and sustainability.

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