Proceedings of the 2026 8th International Conference on Economic Management and Cultural Industry (ICEMCI 2026)

2026 8th International Conference on Economic Management and Cultural Industry (ICEMCI 2026)

📍Beijing, China🗓️ 12-14 June 2026
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Analysis of Hong Kong Consumers’ Purchase Behavior of ESG Products and Its Influencing Factors Based on Big Data

Authors
Lingjie He1, *
1International College of Huaqiao University, Quanzhou, Fujian Province, 362000, China
*Corresponding author. Email: 962176272@qq.com
Corresponding Author
Lingjie He
Available Online 30 September 2026.
DOI
10.2991/978-94-6239-777-4_31How to use a DOI?
Keywords
Environmental, Social, and Governance (ESG); consumer behavior; green product; e-commerce
Abstract

This study analyzes consumer purchase behavior for ESG-related products using over 500,000 transaction records from HKTV Mall. Key findings indicate that fundamental economic factors remain primary drivers, including unit price exerts a strong negative effect, discounts have a positive but limited impact, and free shipping significantly increases purchase quantity. Product category matters greatly, with “Health” products dominating purchases. Also, products manufactured in China command a substantial positive premium. Behavioral patterns also show that purchases are higher on web platforms compared to mobile apps and peak during daytime working hours. By employing real behavioral data, this research helps bridge the “intention-behavior gap” in sustainable consumption, confirming the practical influence of price signals and green premiums, and provides empirical evidence for optimizing e-commerce platform strategies.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2026 8th International Conference on Economic Management and Cultural Industry (ICEMCI 2026)
Series
Advances in Economics, Business and Management Research
Publication Date
30 September 2026
ISBN
978-94-6239-777-4
ISSN
2352-5428
DOI
10.2991/978-94-6239-777-4_31How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Lingjie He
PY  - 2026
DA  - 2026/09/30
TI  - Analysis of Hong Kong Consumers’ Purchase Behavior of ESG Products and Its Influencing Factors Based on Big Data
BT  - Proceedings of the 2026 8th International Conference on Economic Management and Cultural Industry (ICEMCI 2026)
PB  - Atlantis Press
SP  - 275
EP  - 286
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-777-4_31
DO  - 10.2991/978-94-6239-777-4_31
ID  - He2026
ER  -