Enhancing Brand Equity and Customers Purchase Intention at Tourism Companies in Ho Chi Minh City: The Role of ESG

Abstract

The basic theories and previous studies are used in this study, based on a survey conducted with 527 customers of tourism companies in Ho Chi Minh City, to assess and analyze the function of ESG in enhancing brand equity and customer purchase intention. Based on an analytical structure supported by various techniques such as statistical analysis, Cronbach's alpha reliability, EFA factor analysis, and PLS-SEM structural equation modeling, using SPSS and SMART-PLS software, some important facts that come up from this study include the following. The ESG factors, or EN, SO, and GO issues, have a positive effect on Brand Equity. In like manner, these ESG dimensions contribute to positively affecting CDA or PI. Lastly, PI is positively influenced by BE. These results affirm the significant contribution the dimensions of ESG make toward the attitudinal and behavioral change of customers within the tourism industry. Emphasizing environmental, social, and governance issues will help tourism companies enhance their brand equity and improve the purchase intention of customers, adding value toward sustainable development and welfare of society.