Consumer Decisions in Choosing Products and Services from Modern Organizations that Use Environment, Society, and Good Governance

Abstract

This study aims to investigate the consumer decision-making process when choosing products and services from modern organizations that consider environmental, social responsibility, and good governance factors in the Bangkok areas. The research analyzes the relationships and influences of ESG factors on consumer decisions using a mixed-methods approach. This includes a quantitative study with a research design was employed using a self-administered questionnaire distributed to sample of 400 participants in Bangkok, Thailand and a qualitative study involving 15 key informants from the modern business sector The findings indicate that each stage of the consumer decision-making process—problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior—is significantly influenced by ESG factors, especially those related to the environment and governance. Furthermore, multiple regression analysis shows that ESG factors can strongly predict decision-making behavior (R² = 0.849), clearly reflecting consumers' awareness of sustainability and corporate responsibility The research recommends that organizations systematically integrate ESG principles at every level of the value chain and maintain transparent communication with consumers to build trust and foster brand loyalty. At the same time, the government should support policies that promote sustainable consumption and production. The results underscore the importance of promoting product quality, environmental awareness, and intrinsic consumer preference to drive green purchasing behavior. Marketers are advised to emphasize product performance, avoid deceptive green marketing, and create programs encouraging initial adoption to foster long-term loyalty. The study contributes to sustainable marketing by offering empirical insights into the drivers of green consumption and loyalty formation.