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Abstract

The purpose of this study is to examine digital environmental, social, and governance (Digital ESG) practices in fundamentally changing brand perception elements, including brand image (BI), brand trust (BT), brand love (BL), brand attitude (BA), and their influence on social media engagement intention in the beauty industry which leads toward the overall engagement behavior of consumers in an online platform. A conceptual model was proposed, and data collected from 385 female respondents were analyzed using Structural Equation Modeling (SEM) to examine the relationships between Digital ESG practices, brand perception elements, social media engagement intentions, and engagement behaviors, including consumption, contribution, and content creation. The study’s findings demonstrate that Digital ESG practices have a positive influence on brand elements, leading to increased social media engagement intentions among potential consumers. This engagement translates into behavior, leading consumers to adopt environmentally friendly beauty products and reinforcing the importance of sustainability-driven brand strategies in digital marketplaces. This study contributes to the existing literature by bridging the gap between Digital ESG practices and consumer engagement in the beauty industry, particularly in an emerging market context. The findings offer practical implications for beauty brands seeking to enhance long-term consumer relationships, strengthen brand loyalty, and drive sustainable product adoption through responsible digital strategies.

Plain language summary

This study examines how Digital environmental, social, and governance (ESG) practices impact brand perception elements, including brand image (BI), brand trust (BT), brand love (BL), and brand attitude (BA), which in turn influence social media engagement in the beauty industry. Analyzing data from 385 women using structural equation modeling (SEM), the study finds that Digital ESG boosts brand perception and engagement, encouraging eco-friendly beauty product emphasis and reinforcing sustainability in digital marketing. The findings fill a literature gap, providing practical insights for beauty brands to build long-term loyalty and promote sustainable products via responsible digital strategies.

Keywords

sustainable business practices brand elements social media engagement intention engagement behavior beauty products

Introduction

The modern business world is witnessing an increasing adoption of Digital Environmental Social Governance (Digital ESG) practices, which enable companies to develop sustainable and responsible identities (Koh et al., 2022; Sarpong et al., 2023; Tripopsakul & Puriwat, 2022). For this reason, businesses must shift their focus to digital sustainability initiatives that resonate with all stakeholders, as industries heavily reliant on consumer perceptions and ethical standards require it the most (Zheng et al., 2023). Within this pattern, environmental sustainability, corporate transparency, and ethical business conduct have emerged as key differentiators influencing brand trust, loyalty, and competitive positioning (Puriwat & Tripopsakul, 2022). The growing international importance of ESG-driven branding highlights a fundamental knowledge gap regarding digital sustainability methods that impact brand dynamics within Pakistan’s beauty market.

The beauty industry leverages digital channels and shifting consumer preferences to showcase the impact of Digital ESG initiatives on influencing consumers’ perceptions and connections with brands (Sarpong et al., 2023). The modern consumer base prefers brands that demonstrate a commitment to sustainability and social responsibility, but only chooses those with effective digital platform communication of such commitments (Azhar, 2024; Pasricha et al., 2023). The field of ESG implementation in Pakistan’s beauty industry is understudied due to the lack of research on how brands utilize digital sustainability strategies to build brand image (BI), brand trust (BT), brand love (BL), and brand attitude (BA). In previous research studies, ethical branding has been recognized as crucial to consumer decision-making (Toti et al., 2021). Few studies have proven a direct correlation between digital ESG practices and consumer engagement behavior in emerging economy markets.

To address this gap, the present study investigates the relationship between Digital ESG practices and key brand perception elements, analyzing their subsequent impact on consumer engagement intentions within Pakistan’s digital beauty industry marketplace. More specifically, this research applies the Theory of Planned Behavior (TPB) (Ajzen, 1991) as a theoretical lens to examine how consumer attitudes, perceived behavioral control, and subjective norms shape engagement intentions and behaviors in response to ESG-driven branding. According to TPB, brand attitudes have a strong influence on behavioral intentions; thus, brands that emphasize good ESG practices tend to create positive consumer attitudes, leading to better engagement (Tuyen et al., 2023). In this context, the consumer’s response to ESG initiatives depends on brand perception elements, including brand image, trust, love, and attitude.

This research expands insights into the behavioral consequences related to social media engagement intention (SME), as it serves as a crucial link between brand perception aspects and consumer actions. Social media engagement intention, which encompasses consumption, contribution, and content creation, plays a pivotal role in contemporary digital marketing (Brodie et al., 2011; Cao et al., 2021). Research has shown that consumers actively engage with brands through social media actions such as liking, commenting, sharing, and reviewing, as these actions significantly impact brand visibility and trustworthiness (Dhaoui & Webster, 2021; Pentina et al., 2018). However, there is limited research on how ESG-driven brand perceptions translate into diverse engagement behaviors in digital consumer communities, particularly in the Pakistani beauty industry. To address these gaps, this study aims to provide a comprehensive review of digital ESG implementation in consumer-brand relations, delivering both theoretical findings and practical applications. The study enhances the understanding of ESG-driven consumer engagement by applying the TPB framework in academia. It provides managerial excellence by showing beauty brands how to strategically utilize digital sustainability initiatives to gain consumer trust, loyalty, and engagement. The following research questions guide the study:

RQ1: Do Digital ESG practices influence key brand perception elements (BI, BT, BL, BA) in the online beauty industry of Pakistan?

RQ2: Do brand perception elements (BI, BT, BL, BA) impact social media engagement intention in the context of beauty product consumers?

RQ3: Does social media engagement intention translate into distinct engagement behaviors, such as consumption, contribution, and creation?

As digital marketing continues to evolve, understanding the role of ESG-driven branding in shaping consumer engagement behaviors is critical for both academic inquiry and industry application. By bridging the gap between digital sustainability practices and consumer-brand relationships, this research offers valuable insights into how brands can navigate the increasingly ethics-conscious and digital-savvy consumer landscape in emerging economies like Pakistan. The order of the section of this paper is as follows: The first phase covers the Introduction section, the second phase covers the research hypothesis and model building, the third phase of this study covers the methodological section, whereas the fourth phase covers results, and the last phase covers the conclusion section with discussion, implications, and future recommendations.

Research Hypothesis and Construction of Model

Digital Environmental, Social, Governance (Digital ESG) Practices and Brand Elements

The Theory of Planned Behavior (TPB) posits that an individual’s behavior is shaped by three key determinants: attitudes, subjective norms, and perceived behavioral control (Ajzen, 1991). The Theory of Planned Behavior serves as a strong theoretical framework for studying Digital ESG practices in consumer perception and purchase behavior generation within the digital economy. Modern business operations heavily depend on sustainable marketing strategies that direct consumer engagement behavior. Prior studies have established that Digital ESG initiatives positively impact consumer engagement (Ebele Agu et al., 2024). The fundamental concept of TPB states that consumer perceptions of social responsibility among brands have a positive effect on their behavioral engagement. The honest delivery of Digital ESG practices serves as an essential element in shaping consumer trust and understanding, influencing their attitudes (Tuyen et al., 2023). The favorable effects of environmentally and socially responsible business initiatives on consumer response create a positive brand image. According to TPB, a person’s brand attitude is based on their understanding of the brand’s commitment to sustainability (Watson et al., 2024). Digital ESG integration into business operations enables organizations to build their brand image through responsible practices that generate trust with consumers and positive brand evaluation results.

Trust is a fundamental component of TPB, significantly influencing both consumer attitudes and behavioral intentions. In the digital space, transparency and ethical governance play a pivotal role in shaping brand trust (Ashiq & Hussain, 2024). Consumers value transparency in sustainability efforts, and digital platforms provide brands with a powerful medium to communicate their ESG initiatives clearly and authentically (Fuente et al., 2022). The strong performance of ESG initiatives fosters confidence in consumers, who then demonstrate greater trust in a brand’s ethical foundation and support its sustainability initiatives. Brand love stands as an extension of positive TPB elements when reviewed from an interpersonal connection perspective. Consumers actively seek out brands that align with their values, as sustainability, along with social responsibility, has become their primary concern (Zaman & Kusi-Sarpong, 2024). Digital ESG practices are utilized strategically to foster stronger brand loyalty by developing meaningful emotional connections between consumers and brands. Digital platforms enable brands to engage in authentic storytelling, showcase their sustainability efforts, and create an immersive brand experience, ultimately fostering a stronger emotional attachment and long-term brand loyalty.

The fundamental prediction capability of brand attitude in TPB depends significantly on a brand’s ethical and sustainable operations. Modern consumers make ESG-related brand commitments their primary consideration when choosing brands to support (Puriwat & Tripopsakul, 2023). Brands use digital platforms to convey their sustainability commitments, which improves consumers’ views of the brands and their buying preferences (Ramtiyal et al., 2024). Transparent ESG practice inclusion in digital branding strategies fosters positive brand attitudes, driving consumer engagement and encouraging them to advocate for the brand. This study demonstrates how Digital ESG practices integrate effectively with TPB structures to establish the essential impact of sustainable business practices on consumers’ attitudes, as well as trust and brand engagement. The findings provide crucial theoretical insights into how sustainable brand attitudes affect consumer involvement and purchasing behavior, particularly in digital sales environments. Companies must implement Digital ESG strategies because consumers increasingly support sustainability-driven brands. Companies should utilize these strategies to establish trust with consumers and foster long-term brand loyalty. Our study aims to identify and test the positive links and validate them to provide a valuable contribution to understanding the impact of digital sustainability practices on different brand elements in this digital era. To this end, we proposed the following hypothesis:

H1a: Digital ESG has a positive relationship with Brand Image.

H1b: Digital ESG has a positive relationship with Brand Trust.

H1c: Digital ESG has a positive relationship with Brand Love.

H1d: Digital ESG has a positive relationship with Brand Attitude.

Brand Elements and Social Media Engagement Intentions (SME)

The Theory of Planned Behavior (TPB) posits that an individual’s attitude, subjective norms, and perceived behavioral control influence their intention to engage in a particular behavior (Ajzen, 1991). In the digital marketplace, consumer engagement with brands on social media is primarily driven by their perceptions of the brand, including brand image, brand trust, brand love, and brand attitude. The research requires knowledge about how consumers’ brand perceptions influence their social media engagement behavior, as digital interactions have become a primary means of decision-making. Consumers develop their general understanding of brand characteristics and incorporate values and reputation standards to create a brand image (BI) (Keller, 1993). When a brand maintains a positive image, it encourages people to interact more with it on social media platforms (Paul et al., 2021). The brand perception that leads to positive attitudes influences intended actions alongside behavioral outcomes, according to TPB. Digital consumers who associate a brand with sustainable ethics are more likely to support it through social media channels. Brands characterized as socially and environmentally responsible tend to create better engagement with their consumers, as users become more active in following, commenting, and sharing brand content (Lee & Rhee, 2023). Social media channels enable brands to enhance their brand image through DESG communication, thereby increasing viewer engagement and intentions (Tuyen et al., 2023).

Brand trust (BT) refers to the confidence consumers have in a brand’s reliability, integrity, and ethical conduct (Muniz et al., 2024). The TPB framework portrays trust as parallel to subjective norm elements, as consumer behavioral intentions arise from their assessments of trustworthiness and credibility. Current scholarly works indicate that trust leads to increased consumer engagement, as people prefer to interact with brand entities they perceive as both honest and morally trustworthy (Puriwat & Tripopsakul, 2022). The development of positive trust-based relationships depends on the trust in Digital ESG practices during social media engagement. Consumers who see organizations present their sustainable programs and ethical business practices with transparency begin to form trusting associations (Fuente et al., 2022). The level of trust among consumers increases, leading them to actively comment, share content, and promote brands whose values align with their own (Khan et al., 2023). The establishment of trust between users produces social media communities that drive enhanced platform engagement (Chu et al., 2023).

Brand love (BL) refers to the emotional attachment and deep affection consumers develop toward a brand (Rodrigues et al., 2024). In the TPB framework, emotional commitment functions similarly to attitudinal factors in influencing brand-related behavioral intentions. Consumers who experience emotional devotion toward their brands spend time spreading brand messages through social platforms, defending them when necessary, and warmly recommending them to their contacts (Carroll & Ahuvia, 2006). In the digital landscape, brand love is particularly relevant as brands utilize social media storytelling and personalized content to foster emotional connections (Lee et al., 2022). Consumers demonstrate stronger brand loyalty toward products when brands implement sustainability-driven branding, as they value ethical values, environmental responsibility, and social causes (Qayyum et al., 2023). The intense emotional bond encourages consumers to take part in brand discourse online and act as brand supporters (Dessart et al., 2015).

Brand attitude (BA) represents a consumer’s overall evaluation and predisposition toward a brand, encompassing cognitive and emotional responses (Mitchell & Olson, 1981). A brand receives greater engagement and willingness due to positive attitudes, according to the Theory of Planned Behavior, which posits that attitudes lead to behavioral intentions. Personnel who possess positive brand attitudes tend to interact with more brand-related content by liking and commenting, as well as through shared content (Liu et al., 2024). Brands that prioritize sustainability alongside ethical governance and corporate responsibility tend to elicit more positive attitudes from consumers in Digital ESG practice settings (Tripopsakul & Puriwat, 2022). Brands use digital platforms as essential mediums to facilitate their commitment reinforcement through reporting sustainability initiatives and presenting corporate responsibility work, along with ethical undertakings (El Shiffa et al., 2021). Positive brand attitudes among consumers lead them to increase social media engagement by participating in discussions, making recommendations, and serving as brand advocates (Jiang et al., 2024). Through the lens of TPB, our hypotheses highlight how brand perceptions (brand image, brand trust, brand love, and brand attitude) shape consumer engagement behaviors in the digital landscape. The study builds on prior research by integrating Digital ESG practices as a critical determinant of consumer-brand interactions on social media. By fostering positive brand perceptions, companies can enhance consumer engagement, advocacy, and long-term loyalty, reinforcing their sustainability-driven brand identity in competitive online marketplaces.

H2a: Brand image is positively related to Social Media Engagement Intention.

H2b: Brand trust is positively related to Social Media Engagement Intention.

H2c: Brand love is positively related to Social Media Engagement Intention.

H2d: Brand attitude is positively related to Social Media Engagement Intention.

Social Media Engagement Intention and Engagement Behavior

The TPB explains that behavioral intention is a key predictor of actual behavior (Ajzen, 1991). When consumers use social platforms, they demonstrate their willingness to interact with brands through SMEs, which drives their subsequent actions as consumers and their contributions and creative activities. As digital engagement has become a core component of consumer-brand relationships, understanding how engagement intentions translate into concrete behavioral actions is crucial for businesses. Consumers engage in passive activities related to brands when they survey brand content for viewing purposes, without participating in discussions (Cao et al., 2021). Through TPB theory, consumers who plan to connect with brands on social networks tend to seek out content from these brands (Wattoo et al., 2025). Prior research suggests that digital ESG communication, brand storytelling, and interactive social media content influence consumer behavior by shaping perceptions and attitudes (Bavent & Paulet, 2023). Consumers who have a positive interaction plan with a brand’s social media profile tend to consume its content frequently by watching videos, reading reviews, and staying updated on sustainability efforts (Ashley & Tuten, 2015). Additionally, digital sustainability practices further encourage passive consumption as consumers align their values with the brand’s mission (Tuyen et al., 2023).

Contribution behavior refers to active yet low-effort engagement, where consumers comment, like, share, or participate in brand-related discussions on social media (Cao et al., 2021; Muntinga et al., 2011). According to TPB, behavioral intention influences actions when individuals perceive social encouragement and value in participation (Ajzen, 1991). Brands that practice digital ESG receive higher consumer trust levels, alongside increased advocacy from their users, according to previous research. As a result, they tend to participate more in online discussions (Puriwat & Tripopsakul, 2022). Consumers who support sustainable brands demonstrate their backing by providing positive reactions to social media content along with written messages and platform-sharing behavior (Aljarah et al., 2024). When people observe digital engagement driving discussions about responsible brands, they are more likely to contribute because social proof makes them feel comfortable doing so (Saikia & Bhattacharjee, 2024).

Creation represents high-involvement engagement, where consumers actively generate brand-related content, such as writing reviews, creating brand-related posts, or producing user-generated content (UGC) (Cao et al., 2021; Muntinga et al., 2011). Through social media platforms, brands have unlocked new possibilities in their consumer relationships by making consumers active participants in brand development (Dessart et al., 2015). Consumers who deeply engage with sustainable brands tend to produce content reflecting their values through discussions about environmental work, ethical buying behavior, and brand actions supported by sustainability (Lee & Raschke, 2023). Digital platforms offer interactive features, such as hashtags and brand collaborations, along with challenges that enable consumers to create new content, thereby strengthening their relationships with brands (Park et al., 2021). Grounded in TPB, our hypotheses suggest that Social Media Engagement Intention serves as a strong predictor of consumer behavioral actions ranging from passive consumption to active contribution and content creation. By fostering engagement through digital ESG communication, brand transparency, and interactive social media strategies, brands can influence how consumers interact, support, and advocate for them in digital environments.

H3a: Social media engagement intention is more likely to be related to consumption in a positive direction.

H3b: Social media engagement intention is more likely to be related to contribution in a positive direction.

H3c: Social media engagement intention is more likely to be related to creation in a positive direction.

Research Model

Many analytical techniques and tools are gaining popularity, such as big data, trend analysis, artificial neural networks, and network analysis, among others, which have contributed to the domain of digital and social media marketing, enabling the visualization and exploration of phenomena (Smiraglia, 2015). However, in social and behavioral research, structural equation modeling (SEM) and analytical techniques are still dominant in predicting human behavior (Teng et al., 2015), and many researchers use them to predict behavioral change in many studies (Mainardes et al., 2023; Wang et al., 2023; Wattoo & Iqbal, 2022). The framework of the Theory of Planned Behavior (TPB) provides a valuable foundation for establishing the theoretical basis and developing our research model. The theory of planned behavior aims to explain specific behavioral intentions by examining the cognitive, social, and psychological characteristics that subsequently lead to the corresponding actual behavior (Ajzen, 1991). The dependent variable, engagement behavior, comprises three types of engagement behaviors: consumption, contribution, and creation (Schivinski et al., 2016), specifically related to social media engagement intention (SME). Here, we examine how different brands’ decisions influence the brand elements in favor of the environment, and how these brand elements enhance social media engagement, leading to an intention to consume, contribute, and exhibit engagement behavior in the online purchase of beauty products in Pakistan.

TPB posits that human behavior is guided by three core components: “attitude toward the behavior,” subjective norms, and perceived behavioral control (Ajzen, 1991). These elements help justify the study’s hypotheses, linking brand perception elements to engagement intentions and behaviors. First, “attitude toward the behavior” aligns with the study’s conceptualization of brand perception elements (Brand Image, Brand Trust, Brand Love, and Brand Attitude). Digital ESG practices enhance these elements, shaping consumers’ positive attitudes toward the brand, which, in turn, strengthens their engagement intentions. This relationship supports hypotheses that ESG-driven brand perceptions positively impact social media engagement intentions. Second, “subjective norms” reflect the influence of societal values and peer expectations on consumer behavior. In the context of DESG, consumers perceive brands that adopt sustainable practices as socially responsible, reinforcing positive engagement behaviors. This supports the hypotheses linking social media engagement intention to active consumer behaviors such as content consumption, contribution, and creation. Finally, “perceived behavioral control” aligns with the accessibility and ease of engaging with brands online. DESG initiatives that promote transparency and ethical business practices reduce uncertainties and enhance consumer confidence, facilitating higher engagement. This element strengthens the hypothesis that engagement intention leads to actual behavioral outcomes. By grounding the study’s hypotheses in TPB, this research extends its application to digital marketing and sustainability contexts, illustrating how consumers’ perceptions of ESG practices shape their engagement behaviors in the beauty industry. The proposed research framework is in Figure 1.

Figure 1.

Conceptual framework.

Methodology

Measures

We developed a structured questionnaire to collect data and confirm the content validity of the research framework. All measuring items were adapted and adjusted to use the original survey results. The survey elements have been carefully organized to emphasize clarity and simplicity, a deliberate choice designed to inspire accessible participation from those who provide feedback. Three professors, four doctoral students, and five consumers examined and revised the questionnaire to ensure clarity and comprehension. Although the respondents were well-educated, as indicated by the demographics, we translated the questionnaire into Urdu (a national and widely spoken language throughout the country) to make it more convenient for respondents to understand the proper theme of the questions, with the assistance of two PhD students. The final questionnaire used in this study used a 7-point Likert scale. In this study, we have employed DESG as second-order constructs, measured using a repeated indicators approach (Sarstedt et al., 2019). The questionnaire is divided into two sections and a subsection of the question. Section “Introduction” included a demographic analysis of the respondents, which included gender, age, education, and income level.

In contrast, section “Research Hypothesis and Construction of Model” measured the studied variables using different items adopted from previous studies. To measure digital environmental, social, and governance (Digital ESG) practices, there are three sub-dimensions: Digital Environmental Pillar (DEP) with four items, Digital Social Pillar (DSP) with four items, and Digital Governance Pillar DGP with four items (Puriwat & Tripopsakul, 2022). The brand image (BI) was measured using a 5-item scale adopted from the study (Sim & Kim, 2023). Brand trust (BT) was measured with a 6-item scale, and brand love (BL) was measured with a 4-item scale adapted from the survey (Tripopsakul & Puriwat, 2022). Four-items of brand attitude (BA) were adopted from the study (Sim & Kim, 2023). Social media is a massive platform that engages consumers (Wattoo & Iqbal, 2022). This can benefit in multiple ways, as it can help enhance sales (Shokouhyar et al., 2020) and reduce the cost of advertising (Qayyum et al., 2023). Many other benefits can be achieved. Therefore, it is essential to engage consumers in an online shopping environment. Consequently, we used the variable social media engagement intention (SME) in this study with a 5-item approach adapted from the study (Sallaku & Vigolo, 2022). Three sub-dimensions of engagement behavior, including four items of consumption behavior (CSB), three items of contribution behavior (CTB), and four items of creation behavior (CRB), were taken and adapted from the study (Cao et al., 2021).

Sample and Data Collection

The questionnaire was designed to filter out data from female who were engaged in the beauty Industry, which saves energy, time, and cost for researchers. For this purpose, we use a filter question (Have you ever shopped online for beauty products?). This question has a yes-or-no option; only respondents who selected “yes” while filling out the questionnaire are included. As this method was adopted by the study (Wattoo & Iqbal, 2022) for online shopping, this suggests that these kinds of filter questions enable the researcher to identify the proper respondent associated with the research while collecting data online. Data collection commenced in June 2024 and concluded in September 2024. The study focused on only one gender (Female). The decision to focus exclusively on female consumers in this study is driven by the fact that women represent the primary demographic for beauty products, particularly in Pakistan, where cultural norms and consumer behaviors significantly influence purchasing decisions. By narrowing the sample to this key group, the research aims to gain more precise insights into how DESG practices influence brand perception and social media engagement intentions, ensuring that the findings are directly relevant to the core audience of beauty brands. This approach also enhances the homogeneity of the data, leading to more robust and interpretable results. Research indicates that female consumers exhibit higher engagement levels with beauty brands, particularly in digital spaces, making them the most relevant demographic for analyzing the impact of Digital ESG practices on brand perception and social media engagement (Recalde et al., 2024).

Additionally, women are key drivers of beauty product consumption and significantly influence market trends, brand advocacy, and sustainability-related purchasing decisions (Shimul et al., 2022). However, this exclusive focus presents certain limitations. By excluding male respondents, the study overlooks potential gender-based variations in digital engagement and sustainability-driven consumer behavior. Future research could extend the scope by incorporating male consumers to offer a more comprehensive perspective on the broader market dynamics of beauty product consumption. Additionally, cross-cultural comparisons could further enhance the generalizability of the findings beyond the Pakistani beauty industry.

Ethical Compliance and Informed Consent

This study aims to minimize risk for participants by using non-invasive and anonymous methods. Participants in this online survey are not required to disclose personal information, such as names, contact details, or any other identifiers. The Human Research Ethics Committee of Jiangsu University, China, reviewed and approved the proposal on May 20, 2024. The purpose of the study was briefly explained to respondents. Additionally, written informed consent was obtained from all participants before their participation. At the start of the online survey, a detailed consent form was provided, explaining the purpose, procedures, duration, voluntary nature, confidentiality, and data usage of the study. Participants must indicate their consent by selecting the “I agree to participate” option before proceeding with the questionnaire. No data will be recorded without permission.

Demographics

Figure 2 presents the data from a total of 385 respondents, which were used to perform the formal analysis after data cleaning. The respondents’ ages ranged from 21 to 40 years. The respondents’ details regarding education show that 107 respondents hold graduate degrees, 97 hold postgraduate degrees, and the remaining 101 hold other professional degrees, which confirms that the respondents are educated enough to understand the purpose of their studies and contribute responsibly. A significant portion of the respondents in this study fall within the income bracket of 50,000 to 150,000 PKR. This income range is particularly relevant as it represents the middle-class segment of the population, which is a key consumer group for beauty products in Pakistan. Understanding the behavior and preferences of this demographic provides valuable insights into how DESG practices influence purchasing decisions and social media engagement intention (SME) within a financially influential segment of the market.

Figure 2.

Respondent profile.

Data Analysis Techniques

We analyze the data using the partial least squares structural equation modeling (PLS-SEM) method. The most commonly used covariance-based SEM (CB-SEM) was also considered but was ultimately not adopted in this study for the reasons mentioned below. Based on the SEM techniques, both models—PLS-SEM and CB-SEM—were used to analyze the structural relationship between latent constructs. However, these two SEM approaches differ in their computational procedures, underlying assumptions, and the assessment of structural model fit as recommended (Hair et al., 2014). The reason for skipping CB-SEM and choosing PLS-SEM is its advantages. To provide a solution, PLS-SEM can be applied for multiple reasons, such as complex frameworks and models containing single constructs and a large number of hypotheses, and to prove complex moderation mediation analytical relationships (Astrachan et al., 2014; Hair et al., 2014). Moreover, it offers researchers a flexible way to introduce new relationships to an established theory, as explained by the study (Richter et al., 2016) and also utilized in this research. PLS-SEM was considered an appropriate choice for this study because all the reasons mentioned align well with the study requirements.

Results

Measurement Model

In SmartPLS4, the measurement model assesses the validity and reliability of the items, and many studies widely employ it (Abbas et al., 2023; Ali, 2016; Shahzad, 2012; Tan et al., 2023; Vishwakarma et al., 2023). Reliability measures the inter-item consistency, whereas validity measures what researchers intend to observe (Shahzad et al., 2018). The measurement model helps to measure the relationship between the latent variables, which cannot be measured directly (Shahbaz et al., 2019). After the measurement model, the second step is to use the structural model to test the significance of the relationships among the latent variables.

Construct Reliability and Validity

We used SmartPLS4 to analyze the data through the measurement model, as explained above. Values for Cronbach’s alpha (α) are a measure of internal consistency reliability. It assesses how well the items within a construct are correlated with each other, composite reliability (CR also measures internal consistency and evaluates the consistency of items within a construct), average variance extracted (AVE measures convergent validity and quantifies the proportion of variance captured by the construct’s items relative to the measurement error), and variance inflation factor (VIF assesses the multicollinearity between items within a construct by identifying if items are highly correlated with each other, which could lead to unstable estimates in analyses) has met the criterion, for example, α > 0.7, CR > 0.7, AVE > 0.5, and VIF < 5, hence, reliability and validity are not an issue (Hair, 2019; Kock, 2015). Table 1 shows the results of DEP (α = .878, CR = .916 and AVE = .733), DSP (α = .898, CR = .929, and AVE = .767), DGP (α = .884, CR = .920, and AVE = .741), BI (α = .840, CR = .887, and AVE = .610), BT (α = .908, CR = .929, and AVE = .685), BL (α = .862, CR = .906, and AVE = .708), BA (α = .899, CR = .930, and AVE = .768), for social media engagement intention the values of (α = .926, CR = .944, and AVE = .772), three dimensions of engagement behavior including consumption, contribution and creation have the values of beta, CR and AVE as follows, CSB (α = .826, CR = .885, and AVE = .657), CTB (α = .765, CR = .864, and AVE = .679), and lastly for CRB (α = .856, CR = .902, and AVE = .698). Similar to the second-order values used in our study, the values for DESG are as follows: DESG (α = .867, CR = .919, and AVE = .791). All values are above the threshold, indicating no issues with construct reliability and validity, as shown in Table 1.

Table 1.

Measurement Model.

Construct	Sub-construct	Items	Loadings	CB alpha (α)	CR	AVE
Partial least structural equation model (PLS-SEM)
Digital environmental social governance	Digital environmental pillar	DEP1	.833	.878	.916	.733
		DEP2	.882
		DEP3	.841
		DEP4	.868
	Digital social pillar	DSP1	.902	.898	.929	.767
		DSP2	.87
		DSP3	.816
		DSP4	.912
	Digital governance pillar	DGP1	.863	.884	.920	.741
		DGP2	.878
		DGP3	.845
		DGP4	.858
Brand image		BI1	.799	.840	.887	.610
		BI2	.772
		BI3	.79
		BI4	.778
		BI5	.766
Brand trust		BT1	.806	.908	.929	.685
		BT2	.851
		BT3	.845
		BT4	.834
		BT5	.837
		BT6	.792
Brand love		BL1	.809	.862	.906	.708
		BL2	.863
		BL3	.848
		BL4	.845
Brand attitude		BA1	.879	.899	.930	.768
		BA2	.905
		BA3	.853
		BA4	.867
Social media engagement intention		SME1	.809	.926	.944	.772
		SME2	.874
		SME3	.884
		SME4	.91
		SME5	.912
Engagement behavior	Consumption behavior	CSB1	.815	.826	.885	.657
		CSB2	.846
		CSB3	.815
		CSB4	.765
	Contribution behavior	CTB1	.810	.765	.864	.679
		CTB2	.838
		CTB3	.824
	Creation behavior	CRB1	.787	.856	.902	.698
		CRB2	.830
		CRB3	.856
		CRB4	.867
Second order construct
Digital ESG	Sub-construct	Items	Loadings	CB-alpha	CR	AVE
	Digital environmental pillar	DEP	.900	.867	.919	.791
	Digital governance pillar	DGP	.885
	Digital social pillar	DSP	.882

Heterotrait–Monotrait HTMT Criterion

We assessed the discriminant validity of the constructs using the Heterotrait–Monotrait Ratios (HTMT) criterion. HTMT analyzes the strength of the relationship between variables (specifically, the upper boundary). To differentiate between the two factors, the HTMT should be less than one (Henseler et al., 2016). That is why researchers used this scale. The higher value described in Table 2 is .830, which is lower than the above standard, indicating that the discriminative validity of this research meets the standard.

Table 2.

HTMT.

Constructs	BA	BI	BL	BT	CRB	CSB	CTB	DEP	DGP	DSP
BI	.830
BL	.854	.785
BT	.778	.808	.825
CRB	.538	.529	.503	.467
CSB	.362	.422	.344	.348	.348
CTB	.301	.328	.205	.238	.320	.809
DEP	.642	.675	.645	.611	.503	.391	.304
DGP	.621	.623	.626	.669	.527	.432	.271	.794
DSP	.631	.611	.614	.615	.409	.393	.248	.789	.740
SME	.804	.768	.782	.801	.376	.327	.272	.629	.644	.592

Common Method Bias

We used a questionnaire to collect data from the respondents, as we collected data from a single source, which may have caused common method bias (CMB) due to social desirability and consistency motives (Podsakoff et al., 2003). To minimize this bias, we followed some procedural measures recommended by (Podsakoff et al., 2012). First, we clarified the wording of the questionnaire items to obtain the required results, and we also informed the respondents about the study’s objectives and the safeguarding of confidentiality during data collection of this study (Ashraf et al., 2024; Podsakoff et al., 2003). Secondly, we tested the Harman one-factor method and CMB. The value for Harman’s one-factor is 40.591, which suggests that CMB is not likely to be a serious issue for this study (Cao et al., 2021; Liang et al., 2007; Podsakoff et al., 2003).

Direct Path Analysis

Table 3 and Figure 3 show the examined structural relationships based on 5,000 samples to explore the algorithm and bootstrapping tests (based on 5,000 samples), including coefficient β, t-values, and p-values. Table 3 explains relationships for all studied variables as DESG is positively related to all elements of brands including DESG-BI (β = .619, p = .000), DESG-BT (β = .639, p = .000), DESG-BL (β = .619, p = .000), DESG-BA (β = .635, p = .000).

Table 3.

SEM Analysis.

Hypothesis	Effects of	Effect on	Beta	p-Value
H1a	Digital ESG	BI	.619	.000
H1b	Digital ESG	BT	.639	.000
H1c	Digital ESG	BL	.619	.000
H1d	Digital ESG	BA	.635	.000
H2a	BI	SME	.133	.017
H2b	BT	SME	.325	.000
H2c	BL	SME	.149	.019
H2d	BA	SME	.297	.000
H3a	SME	CSB	.289	.000
H3b	SME	CTB	.232	.002
H3c	SME	CRB	.337	.000

Figure 3.

Path analysis.

These findings support H1a, H1b, H1c, and H1d. Furthermore, our analysis shows the results of all four elements of brand with social media engagement intention (SME) as per the hypothesis of H2a, H2b, H2c, and H2d for example, BI-SME (β = .133, p = .017), BT-SME (β = .325, p = .000), BL-SME (β = .149, p = .019), and BA-SME (β = .297, p = .000). Hypothesis H3a has the values of SME-CSB (β = .289, p = .000), SME-CTB (β = .232, p = .002), SME-CRB (β = .337, p = .000). This finding highlights the importance of considering individual female consumers transparently when purchasing beauty products from brands that are working towards the betterment of society. This suggests that brands’ efforts to benefit society by adopting DESG practices can enhance overall social media engagement intention, which can lead to increased engagement behavior in Pakistan’s online beauty industry shopping environment.

Discussion, Implications, Limitations

Discussion

The findings of this research effectively fill a significant gap in the literature regarding how DESG practices impact brand perception and consumer involvement in Pakistan’s beauty sector. Digital sustainability initiatives drive substantial improvements in brand perception elements, including brand image (BI), brand trust (BT), brand love (BL), and brand attitude (BA), ultimately leading to increased consumer engagement intention in an online shopping environment for beauty products in Pakistan. Digital branding becomes more effective in fostering social media consumer engagement because responsible transparency leads to better brand perception. Engagement intentions that arise from Digital ESG lead consumers to actively participate in buying activities, social contributions, and media content generation, which solidifies its strong function in driving purchase choices.

The research represents a breakthrough in studying sustainability-based digital practices for emerging markets by enabling brands to build trust-based, socially responsible consumer relationships. The research provides essential information about Pakistan’s beauty sector, as consumer tastes are changing in tandem with the adoption of digital technology and growing environmental consciousness. Since sustainability concerns are well-established in Western markets, Pakistani consumers’ interest in eco-friendly beauty products is in its early stages of adoption. Consumer trust, together with emotional bonds, demonstrates a more significant influence on brand engagement than Digital ESG-driven brands do for consumers. Social media engagement plays a vital role in influencing purchasing behavior among Pakistani consumers, as they rely on recommendations from friends and collective social evidence in this collectivist society.

The research demonstrates that digital ESG leads to enhanced brand image (BI). Companies with robust environmental, social, and governance initiatives gain more credibility and ethics due to their sustainability (Koh et al., 2022). The beauty industry in Pakistan benefits from Digital ESG practices because these practices enhance the brand’s reputation by allowing it to differentiate itself from competitors. Consumers now assess the brands they buy based on their sustainability commitments, so digital ESG transparency helps prove genuine brand authenticity. According to the Theory of Planned Behavior (TPB), brand perceptions influence consumer behaviors because responsible environmental and social performance leads consumers to develop favorable purchase intentions. Beauty companies operating in Pakistan should utilize digital channels to present their ESG activities by implementing social media communication strategies and establishing eco-certifications and digital transparency standards (H1a). Trust is a fundamental pillar in consumer-brand relationships, and our findings confirm that Digital ESG practices significantly enhance brand trust (BT), which aligns with previous research (Tripopsakul & Puriwat, 2022). Brand reputation in Pakistan’s beauty market develops positively by demonstrating ESG compliance, as transparency ensures product safety and authenticity, as well as ethical sourcing practices. Transparency about sustainability practices and ethical governance has a more substantial impact on trust in Pakistan, as collective societies form their trust based on societal norms and peer recommendations. Digital ESG builds trust through easily understandable data, which shows what brands do to maintain fair working standards, protect the environment, and sustain their products (H1b).

The findings of this study indicate that DESG has a positive effect on brand love, demonstrating how consumers form an emotional bond with brands that share their sustainability and ethical values (Zhou & Zhang, 2024). Behavioral change in consumers depends on subjective norms and perceived behavioral control, which influence the development of emotional bonds toward socially responsible brands following the observation of peer support. Social media and influencers enable beauty brands to share their ESG initiatives with consumers, which facilitates deeper brand-consumer relationships in the Pakistani beauty market (H1c). The fundamental position held by consumers concerning a brand significantly impacts their behavioral choices. DESG implementation strengthens brand attitude, which leads to better consumer perceptions of brand engagement (Puriwat & Tripopsakul, 2022). Brands that embed sustainability into their core digital branding strategies gain a reputation as forward-thinking and ethical businesses that navigate the future, which drives consumer interest. Companies within Pakistan’s beauty sector rely on digital branding and marketing tools. Nevertheless, brands that communicate their ESG activities through engaging digital narratives, graphical branding, and user interaction activities tend to result in a favorable consumer perception (H1d).

Our research confirms the notion that a powerful brand image (BI) generates social media engagement intention (SME), aligning with the study’s results (Mohammad et al., 2024). A responsible and sustainable image presented by brands creates an environment that encourages consumers to engage actively with brand-related digital content. The Pakistani beauty industry combines ethical branding with aesthetic appeal; therefore, brands that focus on building a positive image attract more engaged and dedicated consumers (H2a). The digital environment depends heavily on brand trust (BT) because it establishes robust consumer-brand connections. Our examination suggests that businesses operating with transparency and ethical practices build trust, as this finding aligns with previous studies (Pane et al., 2024). Consumers develop higher engagement with brands on social media because trust reduces their purchasing concerns while building brand credibility. Since Pakistani consumers heavily rely on peer advice, Digital ESG efforts that establish trust lead to increased engagement and promote advocacy among online community members (H2b).

The findings of this study suggest that sustainability branding fosters emotional bonds that support brand love (BL), aligning with the study’s results (Khalid et al., 2024). Consumers’ love have for brands drives their active digital participation because engaged consumers share personal brand experiences through social media networks to praise brands on social platforms. Companies in Pakistan benefit from emotional brand loyalty because they use Digital ESG practices to strengthen consumer bonds and foster digital engagement (H2c). The way consumers perceive a brand serves as a fundamental factor that determines their conduct and network involvement. The research confirms this fact as companies that implement Digital ESG practices create positive consumer attitudes, leading to increased social media engagement, which is consistent with the study (Yang & Wang, 2024). The adoption of social responsibility positions in the market enables beauty brands in Pakistan to build positive consumer sentiment while promoting active digital platforms among their audience (H2d).

The research establishes a significant link between SMEs and consumer purchase behavior. Consumers who interact with brands on social media tend to buy products from these brands, aligning with previous findings (Nair & Manohar, 2024). The integration of Digital ESG strategies enhances brand visibility and purchase intentions, thereby demonstrating why a sustainability-based digital strategy plays a crucial role in driving actual sales for Pakistan’s beauty industry (H3a). Active social media engagement from consumers leads to contribution behavior through content sharing, review writing, and audience interaction. Social norms in Pakistani society lead consumers who trust and admire brands to engage in endorsement activities that disseminate beneficial word-of-mouth messages (H3b). This research confirms that SME service results in new content production. The implementation of organic content by beauty brands provides an asset that enhances their authenticity while reaching a broader audience in Pakistan’s evolving digital market. Brand digital exposure and reliability increase considerably through ESG-aligned campaigns, which motivate users to generate content aligned with the study (Cao et al., 2021; H3c).

Conclusion

The study demonstrates how digital environmental social governance practices (Digital ESG) impact brand perception factors that influence social media engagement intentions among Pakistani online beauty product buyers. In this digital era, brands that practice responsible transparency gain consumer trust and increase brand loyalty, ultimately leading to competitive market advantages in today’s large markets. Digital ESG strategies enable brands to create a positive company image by establishing trust and fostering loyalty, which motivates consumers to purchase environmentally sustainable products, according to the study’s findings. Strong brand perception increases social media engagement intention, which in turn influences purchasing decisions through product consumption, as well as the promotion of products to others and the creation of social media content about products. Strategic choices within the beauty industry rely on this data to inform decisions, as consumer interaction is a top priority. Engaged consumers behave as active contributors to brand narratives through their content generation and commitment, which enhances brand credibility. Businesses need to adopt sustainability, transparency and authentic practices within their digital strategies. Businesses that prioritize implementing Digital ESG initiatives establish themselves as influential market players while setting new trends for social media consumer interaction. Building a sustainable digital strategy is a core requirement for companies aiming to succeed in the face of market evolution and competition.

Theoretical Implications

This study contributes to the existing literature by integrating Digital ESG practices into consumer engagement models, demonstrating how sustainable business practices influence brand perception and social media engagement. By applying the Theory of Planned Behavior (TPB), the study expands on how environmental, social, and governance initiatives shape consumer attitudes and behaviors in the beauty sector. This area has been underexplored in emerging markets. In this study, we examined sustainable business practices named digital environmental, social, and governance (Digital ESG) practices with three different factors including environmental, social, and governance, which positively impact enhancing the different brand perception elements, including Brand Image (BI), Brand Trust (BT), Brand Love (BL), and Brand Attitude (BA), and all these factors enhance the overall engagement intentions of consumers on different social media platforms and that engagement intention lead toward the enhancement of engagement behavior, through the lens of TPB. In doing so, we address the gap in the existing literature and contribute to the theory of planned behavior (TPB), specifically within the modern context of the beauty industry.

Second, this research provides a deeper understanding of consumer engagement intentions with beauty products. This is highly relevant due to the growing interactive and experiential aspects of consumer brand relationships in the digital marketing era (Khan et al., 2020). This study provides insights into how various ESG practices in the digital landscape can enhance the overall image, trust, love, and attitude toward consumers, extending engagement beyond the core purchase or transactional relationship. As studies have demonstrated (Brodie et al., 2013; Cao et al., 2021), by being engaged, consumers are likely to develop a deeper view of brand association, which is associated with our dependent variable named engagement behavior, including three dimensions (consumption (CSB), contribution (CTB), and creation (CRB)). Online social media engagement intention plays a crucial role in influencing consumers’ product consumption. Additionally, this study enhances the contribution from the consumer side by purchasing brand products transparently, which ultimately benefits society. Meanwhile, consumers prefer to share positive word of mouth and stories on various social media platforms, allowing others to contribute to the betterment of society by making purchases from these brands. As a research context, the subject has gained popularity in recent decades. However, understanding the settings and their role remains limited. Therefore, this study enhances the overall comprehension of the significance of adopting ESG practices within the brand.

Third, the findings suggest that social media engagement intention (SME) serves as an intermediary shaping the influence of brand elements toward overall engagement behavior. This distinctive insight extends our understanding of how individuals’ cognitive assessments translate into tangible actions, as implied by TPB. While the study affirms the relevance of the TPB in the context of engaging behavior, it is essential to acknowledge that specific adjustments and expansions to the original TPB model were necessary to accommodate the distinct characteristics of the research question and variables. Specifically, introducing the SME is an adjustment to the traditional TPB framework. This adaptation acknowledges the significance of influencing individuals’ attitudes and perceptions, which in turn shape their intentions and encourage them to engage in activities such as consumption, contribution, and the creation of favorable content on various social media platforms.

Practical Implications and Suggestions

Through the lens of this study’s findings, practical contributions are identified. Enhancing a favorable environment and social and governance practices can improve various brand elements, such as image, trust, loyalty, and attitude. These brand elements can play a significant role in strengthening the intention to engage in social media; when the intention is improved, the chances of behavioral engagement become higher. Consumers in online shopping have numerous options to purchase products. When a company exhibits specific characteristics that work towards the betterment of society or the environment in a transparent manner, purchasing goods can foster a sense of social responsibility in the minds of consumers. As a result, consumers may prefer to buy products from that specific brand over others. For this purpose, online shopping marketplaces must communicate their environmental protection activities through their brand to create a sense of responsibility.

Regarding the intentions of consumers on a large platform, marketers should focus on enhancing overall trust, improving the brand’s image, and engaging in consumer-oriented activities to foster a more positive attitude and love among consumers. For this purpose, brands can implement different social media campaigns that engage consumers in various activities to enhance their overall engagement. To ensure long-term consumer engagement, adopting sustainable practices in this sector requires continuous innovation and improvement to maintain a competitive position in the beauty brand market.

Based on the findings, beauty brands should use the following strategies to strengthen their ESG strategies: (1) Digital ESG initiatives must be conveyed authentically through digital platforms. Providing real-time updates on sustainable sourcing, ethical labor practices, and environmental contributions can enhance brand trust and consumer engagement. (2) Brands can use social media to educate and engage consumers in their sustainability efforts actively. Brands can foster stronger emotional connections with consumers through interactive marketing initiatives, as well as by collaborating with influencers and generating content from their user base, which enhances their reputation for sustainability. (3) Brands should include ESG practices in their brand content, where they display sustainability efforts through digital materials, including factory tour videos, consumer testimonials, and environmental reports. This strengthens brand love and encourages consumer recommendations. (4) By involving consumers in sustainability-driven campaigns, such as recycling programs, refill incentives, or community-driven environmental projects, brands can enhance engagement behaviors and create a sense of shared responsibility. (5) Brand image receives strength. Consumers develop long-term loyalty when beauty brands design products according to the consumer’s preferences, selecting environmentally safe packaging alongside sustainable ingredients. (6) Brands should analyze consumer engagement data on social media to refine their ESG communication strategies, ensuring that sustainability efforts align with consumer expectations and behavioral trends.

Limitations and Future Research Direction

The study contains multiple constraints, which create opportunities for additional research in the field. The research sample includes only female consumers from Pakistan’s beauty sector, which restricts the validity of the results when applied to other consumer types, such as men or consumers located outside Pakistan. Future investigations should involve a broader range of participants with diverse backgrounds to enhance validity across various groups. Second, we used an online survey tool to collect data, which can cause two major issues: self-selection bias and limited depth in response quality. Future studies could employ experimental or mixed-methods approaches, including in-depth interviews or longitudinal studies, to gain a more comprehensive understanding of consumer behavior over time.

Additionally, this research examines how consumers view Digital ESG practices, despite a lack of data from the viewpoint of brands that adopt these approaches. Future studies could explore the challenges and strategic considerations that brands face when adopting ESG practices, thereby providing a more comprehensive understanding of the phenomenon. Lastly, this study employs a cross-sectional design, capturing responses at a single point in time. A longitudinal study could provide insights into how ESG-driven consumer engagement evolves over time and whether the impact of digital ESG practices remains consistent in the long run.

Footnotes

Acknowledgements

We acknowledge all the contributing authors of this research paper. We want to express our sincere gratitude to all those who have supported and contributed to the completion of this research.

ORCID iD

Muhammad Umair Wattoo

Ethical Considerations

The human research ethics committee of Jiangsu University of China reviewed and approved the proposal for this study on May 20, 2024. The purpose of the study was briefly explained to the respondents. Data were collected electronically, participation was entirely voluntary, and participants could exit the survey at any stage without providing a reason or facing any consequence.

Consent to Participate

We obtained written informed consent from the participants before taking part in the study. At the beginning of the online survey, a comprehensive consent form was submitted, outlining the purpose, procedures, duration, voluntary nature, confidentiality of responses, and data usage of the study. Before continuing to fill out the questionnaire, participants need to indicate their consent by selecting the option “I agree to participate.” No data will be recorded unless consent is obtained. No personal data was collected.

Funding

The author(s) received no financial support for the research, authorship, and/or publication of this article.

Declaration of Conflicting Interests

The author(s) declared no potential conflicts of interest concerning the research, authorship, and/or publication of this article.

Data Availability Statement

Data will be made available at a reasonable request from the first author.

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The Role of Digital ESG Practices in Shaping Brand Perception and Consumer Engagement in the Beauty Industry

Abstract

Plain language summary

Keywords

Introduction

Research Hypothesis and Construction of Model

Digital Environmental, Social, Governance (Digital ESG) Practices and Brand Elements

Brand Elements and Social Media Engagement Intentions (SME)

Social Media Engagement Intention and Engagement Behavior

Research Model

Methodology

Measures

Sample and Data Collection

Ethical Compliance and Informed Consent

Demographics

Data Analysis Techniques

Results

Measurement Model

Construct Reliability and Validity

Heterotrait–Monotrait HTMT Criterion

Common Method Bias

Direct Path Analysis

Discussion, Implications, Limitations

Discussion

Conclusion

Theoretical Implications

Practical Implications and Suggestions

Limitations and Future Research Direction

Footnotes

Acknowledgements

ORCID iD

Ethical Considerations

Consent to Participate

Funding

Declaration of Conflicting Interests

Data Availability Statement

References