As Environmental, Social, and Governance (ESG) concerns reshape business strategy, understanding how consumers react to ESG practices has become a critical issue in marketing and sustainability research. This literature review synthesizes existing studies on ESG-driven consumer behavior through the lens of Stimulus-Response (S-R) Theory—a foundational model in behavioral psychology. The review conceptualizes ESG practices as stimuli that evoke emotional and behavioral responses in consumers. It explores how different ESG dimensions (environmental, social, governance) serve as triggers, how consumers process these cues internally, and what actions result. This review highlights the potential of S-R Theory to capture direct, affect-driven reactions. Key research gaps are identified, including limited attention to governance signals, framing effects, and emerging consumer behaviors. The paper concludes with theoretical and managerial implications, calling for future research that combines behavioral theory, message design, and evolving consumer expectations in ESG contexts.
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