International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 7, Issue 2 (March-April 2025) Submit your research before last 3 days of April to publish your research paper in the issue of March-April.
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Sustainability in Branding: A Real Consumer Concern or Just Good Marketing?

Author(s) Dr. Suraj Kamble, Vaishnavi Katkar, Aachal Yevankar
Country India
Abstract Sustainability is a growing focus for brands, but does it influence consumer decisions? This research investigates whether consumers consider a brand’s sustainability efforts when making purchases or if factors like price, convenience, and brand perception play a bigger role. To explore this, we use secondary research to analyse how sustainability messaging affects consumer behaviour across both large, established brands and smaller businesses. Do consumers expect more from big brands while being more lenient with small businesses? Do sustainability claims drive loyalty or merely create a positive brand image? Alongside this, our primary research directly engages with consumers to understand their real purchasing motivations. Do they actively seek out sustainable brands, or is sustainability just an added benefit rather than a deciding factor? By gathering both qualitative and quantitative insights, this study aims to determine whether sustainability as a brand purpose truly matters to consumers or if it is primarily a strategic marketing tool.
Keywords Sustainability, Consumer Behaviour, Brand Purpose, Small Businesses, Large Brands, Eco-Conscious Marketing, Ethical Consumerism, Green Marketing, Sustainable Consumerism, Corporate Social Responsibility
Published In Volume 7, Issue 2, March-April 2025
Published On 2025-04-04
DOI https://doi.org/10.36948/ijfmr.2025.v07i02.40896
Short DOI https://doi.org/g9dg37
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E-ISSN 2582-2160
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