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.
Hwang et al. (Tue,) studied this question.