The Impact of ESG Performance on the Purchase Intention of JD.com Consumers in Zhanjiang City

In recent years, with the significant deepening of ecological protection awareness and public duty cognition among the populace, corporate comprehensive performance in environmental, social, and governance (ESG) practices has gradually become a core driving force influencing public consumption tendencies. This study takes JD.com as the research subject. Based on stakeholder theory, it constructs a theoretical model encompassing ESG performance, marketing competitiveness, and consumer purchase intention. Through questionnaire surveys and in-depth interviews, the research examines users of the JD.complatform in Zhanjiang City. The findings indicate that ESG performance is significantly and positively correlated with marketing competitiveness. Furthermore, marketing competitiveness not only exerts a distinct positive influence on consumer purchase intention but also plays a partial mediating role between ESG performance and consumer purchase intention. Based on these results, this study proposes targeted management recommendations aimed at enhancing JD.com’s ESG performance and market competitiveness, thereby strengthening consumer purchase intention.