可持续消费视角下泰国ESG信息披露对电商消费者购买意愿的影响研究

The Impact of ESG Information Disclosure on E-Commerce Consumers’ Purchase Intention in Thailand: A Sustainable Consumption Perspective

摘要: 在可持续发展理念不断深化以及数字经济快速发展的背景下，企业环境、社会与公司治理(ESG)信息披露逐渐成为影响消费者决策的重要因素。本文基于可持续消费视角，以泰国电商消费者为研究对象，探讨ESG信息披露对消费者购买意愿的影响，并结合信号理论进一步讨论品牌信任与消费者环境意识等潜在作用机制。研究采用问卷调查方法，于2025年10月至12月通过线上平台收集数据，共发放问卷300份，最终获得有效问卷252份。本文运用描述性统计分析、信度与效度分析、相关性分析以及多元线性回归分析，对研究假设进行实证检验。研究结果表明，ESG信息披露对消费者购买意愿具有正向影响，但整体影响程度相对有限，且仅在10%显著性水平下接近显著。同时，网购频率对消费者购买意愿具有显著正向影响，说明消费者既有购物经验在电商决策中同样具有重要作用。进一步分析认为，在泰国电商情境下，ESG信息披露的影响可能受到信息过载、消费者环境意识差异及品牌信任形成不足等因素限制。本文从消费者行为视角拓展了ESG信息披露研究，为电商企业优化ESG信息表达方式、提升消费者对可持续发展信息的理解与关注度提供了参考，也为理解泰国情境下可持续消费行为提供了新的经验证据。

Abstract: Against the background of deepening sustainable development and rapid digital economic growth, environmental, social, and governance (ESG) information disclosure has become an important factor influencing consumer decision-making. From the perspective of sustainable consumption, this study examines the impact of ESG information disclosure on e-commerce consumers’ purchase intention in Thailand, and further discusses the potential roles of brand trust and consumers’ environmental awareness based on signaling theory. Data were collected through an online survey from October to December 2025, yielding 252 valid responses out of 300 distributed questionnaires. Descriptive statistics, reliability and validity tests, correlation analysis, and multiple linear regression were used to test the research hypothesis. The results show that ESG information disclosure has a positive but relatively limited effect on purchase intention, reaching only marginal significance at the 10% level. Online shopping frequency has a significant positive effect, indicating that prior online shopping experience also plays an important role in e-commerce decision-making. Further analysis suggests that, in the Thai e-commerce context, the limited effect of ESG disclosure may be related to information overload, differences in environmental awareness, and insufficient formation of brand trust. This study extends ESG disclosure research from a consumer behavior perspective and provides practical implications for e-commerce firms to improve ESG communication and enhance consumers’ understanding of sustainable information.