Beyond ESG: Unpacking Brand Loyalty Through the Emotional Mechanisms Lenses of Attachment and Love—A Hierarchical Regression Study of Alibaba in China

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Currently, research on Environmental, Social, and Governance (ESG) initiatives primarily emphasizes consumers' cognitive evaluations—such as awareness, knowledge, and rational assessment—providing a limited perspective on the underlying mechanisms that drive brand loyalty. However, the internal structural pathway between ESG and brand loyalty remains underexplored, particularly with regard to emotional mechanisms. This study addresses that gap by examining how ESG perceptions influence brand loyalty through the sequential mediating roles of brand attachment and brand love. The research moves beyond cognitive frameworks to uncover the emotional pathways through which ESG initiatives shape consumer behavior. Using survey data, the study applies hierarchical regression analysis alongside a sequential mediation model to assess the emotional effects of ESG perceptions. The findings reveal that the environmental and social dimensions of ESG are especially effective in fostering emotional bonds with consumers. ESG efforts serve as credibility signals, evoke emotional responses, and fulfill consumers' intrinsic needs for connection and attachment. The study concludes that ESG is not merely a tool for regulatory compliance or corporate image management, but a strategic resource for cultivating long-term consumer loyalty through emotional engagement. By integrating theories of signaling, consumer emotion, and emotional attachment, this research offers a comprehensive framework for understanding the emotional impact of ESG on consumer–brand relationships. The results provide practical insights for brands seeking to strengthen loyalty by aligning ESG initiatives with consumers' emotional values and expectations.