Impact of ESG Implementations on Sustainable Consumption Behaviors (China): A Case Study of ANTA Sports Products Limited

Abstract

This study investigates the impact of ANTA's Environmental, Social, and Governance (ESG) practices on sustainable consumption behavior. Through literature review and in-depth interviews, we explored and summarized ANTA's ESG practices and their application in marketing. Based on these insights, we conducted a survey using the Knowledge-AttitudeBehavior (KAB) model to examine how consumers' awareness and attitudes towards ESG influence their sustainable consumption behavior and willingness to engage in sustainable consumption. Currently, the level of ESG awareness among ANTA consumers is relatively low, primarily because ANTA's previous ESG practices were mainly communicated to business, with relatively less information conveyed to consumers. Today, ANTA opened its first zerocarbon mission store, marking a significant turning point in conveying its ESG principles to consumers. To enhance the efficiency of communicating ESG principles, in the future, ANTA will conduct ESG marketing within the context of consumer understanding.