Research on ESG Strategies of Multinational Enterprises and Consumer Response Mechanisms under the Wave of Green Consumption

Abstract

Driven by the dual factors of the escalating global climate crisis and the awakening of consumers' environmental awareness, green consumption has evolved from a marginal issue to the core logic of global business. As major participants in economic globalization, the formulation and implementation of ESG (Environmental, Social, and Governance) strategies by multinational enterprises are not only related to their sustainable development but also directly affect consumer trust and market competitiveness. This paper takes Yum China as a typical case to analyze the core framework of its ESG strategy, the internal logic of consumer responses, and the interaction mechanism. The study finds that multinational enterprises need to adopt a three-stage response mechanism of "strategic positioning–value transmission–ecological co-construction" to transform ESG goals into consumer-perceivable value, thereby building competitive advantages in the wave of green consumption.