ESG-Driven Digital Performance Measurement and Decision Support in Vegan Food Firms

Abstract

Despite the growing importance of Environmental, Social, and Governance (ESG) performance in shaping brand perception and consumer trust, limited empirical evidence exists on how ESG indicators translate into measurable digital consumer engagement outcomes, particularly in ethically driven markets such as the vegan food sector. This study addresses this gap by examining how ESG performance translates into digitally observable consumer engagement and frames this relationship as a strategic performance measurement and decision-support problem. Building on the sector’s reliance on ethical positioning, trust, and online visibility, we integrate ESG indicators with digital marketing and web analytics metrics (e.g., traffic and engagement proxies) for a panel of five leading vegan food firms [Nestlé SA (Vevey, Switzerland), Kellanova (Chicago, IL, USA), Beyond Meat Inc. (El Segundo, CA, USA), Danone SA (Paris, France), and Conagra Brands Inc. (Chicago, IL, USA)], using data from the Semrush web analytics platform and the Eikon Refinitiv ESG database for the period January–December 2024. We employ a mixed-method design combining descriptive analytics with correlation analysis and simple linear regression to estimate the direction and strength of ESG–digital performance links, and we extend inference through Fuzzy Cognitive Mapping (FCM) using the MentalModeler platform to simulate “what-if” scenarios that support managerial foresight under digital uncertainty. Results indicate that stronger ESG profiles are associated with more favorable digital outcomes, with specific ESG mechanisms (e.g., human-capital and environmental initiatives) aligning with deeper engagement signals. The FCM scenarios further suggest that coordinated ESG improvements can amplify digital traction and reinforce sustainable brand growth. The proposed framework contributes to strategic management by operationalizing an ESG-enabled digital performance measurement system and a lightweight Decision Support System (DSS) that can guide resource allocation, KPI monitoring, and risk-aware positioning in sustainability-oriented markets.