The impact of ESG communication on brand equity of food and beverage enterprises in Vietnam

This study examines the impact of Environmental, Social, and Governance (ESG) communication on the brand equity of food and beverage enterprises in Vietnam, while also investigating the mediating role of brand trust. The findings show that ESG communication positively influences both brand equity and brand trust, while brand trust significantly affects how customers evaluate, prioritize, and choose brands. Based on these findings, the study proposes that enterprises integrate ESG communication into their long-term branding strategies, enhance transparency, ensure that ESG-related claims are verifiable, maintain consistency across communication channels, and focus on practical issues such as raw material sourcing, product safety, packaging, working conditions, and community responsibility.