The influence of ESG information and digital communication on Vietnamese consumers’ building material choices

Abstract

This study examines the influence of environmental, social, and governance (ESG) information and digital communication on Vietnamese consumers’ building material choices. A quantitative research design was employed using survey data from 326 consumers who had purchased, considered purchasing, or participated in decisions related to building materials. The measurement scales were assessed using Cronbach’s alpha and exploratory factor analysis, followed by multiple linear regression to test the proposed hypotheses. The results indicate that both ESG information and digital communication have positive and statistically significant effects on consumers’ building material choices. ESG information has a stronger influence (? = 0.421) than digital communication (? = 0.286), while the model explains 37.5% of the variance in consumer choice. The findings extend ESG-oriented consumer research to the building-material sector and highlight the importance of providing credible sustainability information through effective digital channels. The study provides practical implications for manufacturers, distributors, and marketers seeking to promote sustainable building-material consumption in Vietnam.