Assessing the effects of ESG awareness on purchase intention of eco-labeled forest products: Mediating role of consumer attitudes and moderating influence of green product knowledge

Eco-labeling and Environmental, Social, and Governance (ESG) practices are increasingly promoted in the global forestry sector to encourage sustainable consumption. However, limited research has examined how consumers' awareness of ESG dimensions influences their purchasing decisions for eco-labeled forest products, particularly in emerging markets. This study investigates how ESG awareness, referring to consumers' recognition of environmental impacts, social responsibility, and governance transparency in forestry, affects purchase intention toward eco-labeled forest products in Vietnam. The study further examines the mediating role of consumer attitude and the moderating influence of green product knowledge, defined as consumers’ familiarity with eco-labels and sustainability attributes. Survey data were collected from 439 respondents and analyzed using structural equation modeling. The results show that environmental, social, and governance awareness all positively influence consumer attitudes and purchase intention, with environmental awareness exerting the strongest effect. Consumer attitude partially mediates the relationship between ESG awareness and purchase intention, indicating that ESG perceptions shape behavioral intention both directly and through evaluative processes. In addition, green product knowledge strengthens the effects of environmental and social awareness on purchase intention but does not significantly moderate the governance–intention relationship. This study contributes to the literature on ESG and sustainable consumption by examining the integrated influence of ESG awareness in the context of eco-labeled forest products. The Vietnamese context is particularly relevant because certified forestry production has expanded rapidly while consumer awareness of ESG and eco-labels remains relatively limited. The findings highlight the importance of improving ESG communication and strengthening consumer knowledge to promote the adoption of sustainable forestry products.