In the context of increasing awareness of sustainable development, ESG (Environmental, Social, and Governance) factors have become important criteria for evaluating corporate performance, not only from a financial perspective but also from a consumer behavior perspective. However, studies on the impact of individual ESG components on consumer purchase intention, especially in emerging markets such as Vietnam, remain limited. This study aims to assess the extent to which ESG factors influence consumers’ intention to purchase electronic products in Hanoi. Data were collected from 230 consumers via a structured questionnaire with validated measurement scales and analyzed using SPSS. Analytical techniques included reliability testing (Cronbach’s Alpha), exploratory factor analysis (EFA), correlation analysis, and multiple linear regression. The results show that all three ESG factors have a positive, statistically significant impact on purchase intention, with the Environmental factor exerting the strongest influence, followed by the social factor and the Governance factor. The research model explains 54.9% of the variance in purchase intention. These findings confirm the importance of ESG commitments for sustainable consumer behavior and provide practical suggestions for electronics companies in developing sustainable strategies.
