<p>Environmental, social, and governance (ESG) has long served as a common framework in corporate governance and investment markets, driven by the global sustainability movement. However, there remains a significant gap in understanding how this concept translates into consumer decision-making processes. Moreover, it is still unclear whether ESG influences actual consumer purchase intentions, especially in the highly involved world of real estate transactions. Based on the Theory of Planned Behavior (TPB), this study built a research model of green housing purchase intention by integrating brand image, brand awareness, and ESG dimensions. The structural equation modeling (SEM) method was used to validate and analyze this model. A total of 341 valid responses were obtained from the online and print versions of the questionnaire. According to empirical findings, brand image and brand awareness are positively impacted by consumer perceptions of the environmental and corporate governance components of ESG, and these factors, in turn, have a positive effect on consumer attitudes and purchase intentions. According to the conventional TPB model, purchase intentions are also consistently positively influenced by consumer attitudes and subjective norms. Based on the TPB, this article provides insights into sustainable marketing in the real estate market and the mechanism through which consumers' perceptions of ESG impact purchase intentions via brand translation.</p>