Consumer Trust and Brand Loyalty in the Era of Sustainable Marketing

Abstract

Sustainability in business has transformed beyond being a marketing tactic in the modern business environment, to being a core value that affects the consumer behaviour and brand positioning. Consumers are becoming more and more concerned with authenticity and responsibility of brands, which is why as the levels of environmental awareness and ethical consumption grow, the more people prefer to use the brands with high levels of authenticity and responsibility. The relationship between the concept of consumer trust and brand loyalty with the concept of sustainable marketing is rather complex, and this paper will discuss how the practices that are sustainability-centered can help to build the long-term relationship with the consumer and competitive advantage. The analysis of the secondary data helps the research to determine how the corporate transparency, green branding, and ethical communication influence the consumer perceptions. According to the results of the current research, trust is a mediator between sustainability initiatives and loyalty, and the presence of the authentic engagement and steady environmental action leads to the improved reputation and better market retention. In the end, the research highlights that sustainable marketing is not just an ethical decision but a business need in the contemporary times that result in long-term relationship with consumers and brand equity.