Abstract

This study is conducted to find out and understand the relationships between ESG awareness expansion and consumption trends. For detail, this study focuses on understanding the younger consumer’s behavioral changes on ESG awareness, known as “ditto-consumption,” which can be facilitated by social media usage and digital content consumption. This study examined in depth how the MZ generation perceives ESG management and how it affects their consumption behavior. As a result, the MZ generation recognized the company's ESG management as an essential element for the company’s long-term survival and sustainability, not just a simple management strategy. When these ESG factors are combined, the MZ generation’s brand loyalty and product purchase intention tend to increase.