The Impact of ESG on Purchase Intention of Ride-Hailing Service Using Electric Vehicle: A Conceptual Model

This study investigates the impact of environmental, social, and governance (ESG) practices on customers’ purchase intentions toward ride-hailing services that utilize electric vehicles (EVs). It examines the mediating roles of brand image, perceived value, and consumer attitude, while also considering the moderating effects of price sensitivity and convenience. The proposed framework integrates signaling theory and the theory of planned behavior (TPB) to explain how perceptions of ESG initiatives influence consumer decision-making. In the context of EV-based ride-hailing services, prior research has primarily explored how ESG activities influence consumer preferences for purchasing electric vehicles or their general attitudes toward ride-hailing platforms. However, limited studies have specifically addressed how ESG practices encourage customers to adopt EVs as their ride-hailing choice. Moreover, existing studies often emphasize short-term consumer perceptions rather than assessing the long-term effects of ESG commitments on customer loyalty within the ride-hailing sector. To address these gaps, this research employs partial least squares structural equation modeling (PLS-SEM) to test both mediating and moderating relationships. The conceptual model suggests that ESG perceptions significantly affect purchase intention, with brand image, perceived value, and attitude serving as partial mediators. Theoretically, this study advances understanding of ESG’s role in consumer decision-making by bridging signaling theory and TPB. Practically, it offers guidance for businesses and policymakers on how ESG-driven strategies can promote sustainable transportation. By highlighting both immediate and long-term effects, this research provides insights into how ESG practices can strengthen consumer trust, enhance loyalty, and accelerate the adoption of EV ride-hailing services.