Управленец

2218-5003

2686-7923

10.29141/2218-5003-2025-16-5-6

UZRQTI

https://upravlenets.usue.ru/ru/-2025/1761

Роль поддержки знаменитостей в стимулировании покупок ESG-ориентированных товаров повседневного спроса (на примере Нигерии)

The mediating role of celebrity endorsement in stimulating purchases of ESG-oriented goods in Nigeria’s fast-moving consumer goods sector

Онево

Теофилус Т.Э.

Онево

Теофилус Т.Э.

Onewo

Theophilus T.E.

tonevo@urfu.meБеляева

Жанна Сергеевна

Беляева

Жанна Сергеевна

Belyaeva

Zhanna S.

zh.s.belyaeva@urfu.ruАдегбиле

Годвин

Адегбиле

Годвин

Adegbile

Godwin

adegbilegodwin@gmail.com

Ural Federal University named after the First President of Russia B.N. Yeltsin (Ekaterinburg, Russia)Уральский федеральный университет имени первого Президента России Б.Н. Ельцина (г. Екатеринбург, РФ)

Osun State University (Osogbo, Nigeria)Государственный университет Осун (г. Ошогбо, Нигерия)

11112025

16584970605202520082025

CC BY-NC 4.0

Социально-экологическая ответственность организаций на всех этапах производственных и управленческих процессов приобретает большую значимость, что обусловлено возросшей осведомленностью потребителей о важности внедрения и учета ESG-факторов. Малоизученным остается аспект влияния поддержки знаменитостей как лидеров общественного мнения на процесс принятия решений о ESG-покупках представителями молодого поколения. Исследование посвящено анализу опосредующего эффекта одобрения знаменитостей на потребительское поведение и мотивацию к покупкам ESG-ориентированных товаров повседневного спроса. Методологическую основу составили стейкхолдерская теория, теория поколений, ESG-подход и модель переноса смыслов. В работе использовались первичные данные, полученные методом онлайн-анкетирования 384 респондентов, относящихся к поколению Z и миллениалам. Оценка проводилась путем регрессионного анализа данных. Полученные результаты свидетельствуют о значительном положительном влиянии ESG и одобрения знаменитостей на принятие потребителями решения о покупке. Выявлено, что одобрение известными личностями ESG-принадлежности групп товаров широкого назначения в значительной степени влияет на решение о покупке среди представителей рассматриваемых поколений. Эмпирически подтвержденные гипотезы указывают на необходимость не только внедрения практик ESG, но и повышения осведомленности потребителей об этом. Поддержка со стороны знаменитостей играет важную роль медиатора в усилении связи между осведомленностью о ESG-практиках и решением о покупке. Результаты могут быть полезны при разработке стратегий продвижения и формирования ESG-осведомленности среди потребителей, принадлежащих к поколениям Z и миллениалам.

Social and environmental corporate responsibility is becoming increasingly important in organizational operations and production processes. This is due to increased consumer awareness about the importance of ESG factors. Meanwhile, there is the aspect that celebrities play crucial role in influencing purchasing behaviours of the younger generations. The study is devoted to investigating the mediating influence of celebrity endorsement on ESG-oriented purchase. The methodological basis of the study is an integrative approach following stakeholder theory, generational theory, and the meaning transfer model. The data were assessed using econometric methods namely regression analysis. The study used primary data obtained through an online survey of 384 respondents belonging to Generation Z and Millennials. The research findings demonstrate a significant positive impact of ESG-factors awareness and celebrity endorsements on consumer purchase decisions. The study confirmed that celebrity endorsements of ESG-related products significantly influence purchase decisions among Gen Z and Millennials. The empirically proven results confirm the need for not only implementing ESG practices, but also to disseminate consumer awareness about that. Celebrity endorsement significantly mediated the relationship between awareness of ESG practices and purchase decision. The results may be useful in developing strategies to build ESG awareness to stimulate purchase among millennial and Gen Z consumers.

потребительское поведение;ESG-осведомленность;одобрение знаменитостей;решение о покупке;товары повседневного спроса;Нигерия.

consumer behaviour;ESG awareness;celebrity endorsement;purchase decision;fast-moving consumer goods (FMCG);Nigeria.

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