How environmental, social and governance (ESG) communication inspires consumer advocacy

Purpose Communication plays a vital role in corporate environmental, social and governance (ESG) activities. However, existing literature treats ESG as a strategic tool for enhancing financial performance and corporate reputation, overlooking the relationship between ESG communication and consumer advocacy. This study aims to explore the influence mechanism of corporate ESG communication on consumer advocacy. Design/methodology/approach Based on an empirical analysis of 613 responses from Sojump, we analyzed using structural equation modeling to examine the influence of ESG communication on corporate sustainable images, identity congruence, perceived attractiveness and consumer advocacy. Findings The results show that ESG communication promotes sustainable images and identity congruence, enhances perceived attractiveness and sustainable image and identity congruence have an enhancing effect on perceived attractiveness and verifies the positive impact of perceived attractiveness on consumer advocacy. Additionally, this study confirms the mediating role of sustainable image, identity congruence and perceived attractiveness in the process whereby ESG communication influences consumer advocacy, alongside the moderating effect of ethical beliefs. Originality/value This study contributes to the literature on ESG communication and consumer behavior by integrating signaling theory and attraction theory. It offers fresh insights into how corporate ESG communication influences consumer advocacy, providing a novel perspective for corporations to formulate ESG communication strategies and conduct customer relationship management.