Creating User Value: A Study on the Marketing Effectiveness and Mechanism of ESG "Social Design" in New Energy Vehicles

Abstract

Under the global "dual carbon" and sustainable concepts, the new energy vehicle industry is the core carrier for practicing ESG concepts, which is in line with the "14th Five Year Plan" for the new energy vehicle industry and the "core focus of green and low-carbon transformation". ESG "social design" is an innovative model that integrates sustainable concepts into product development, operation, and user interaction. Its core is to create diverse user value through environmental friendliness, social inclusiveness, and transparent governance. It has been included in the ESG strategy by Lantu and NIO. This article uses literature research, case analysis, and logical deduction methods to explore the connotation, path, marketing effectiveness, and mechanism of ESG "social design" based on Lantu's "2024 Sustainable Development Report" and NIO's "2024 ESG Practice White Paper". Research has found that it creates user value through environmental responsibility, social empowerment, and governance optimization. The Kearney report shows that it can increase user purchase intention by 15% -35% and price acceptance by 30% -80%. The marketing effect relies on brand trust, emotional resonance, and word-of-mouth amplification, confirming the China Association of Automobile Manufacturers' "72% user purchase reference brand ESG performance". Based on this, a marketing mechanism framework of "value recognition value transmission value enhancement" is constructed to provide reference for automotive companies to enhance competitiveness and promote sustainable development through ESG "social design", which is in line with the "ESG Practice Linked User Value" in the "Guidelines for Sustainable Information Disclosure of New Energy Vehicles".