The Sustainability Paradox: Why Sustainability Positioning Increases Consumer Preference Only When Brand Authenticity and Consumer Trust Align—A Cross-Sectoral Investigation
DOI:
https://doi.org/10.66635/v7h88637Keywords:
sustainability positioning, brand authenticity, consumer trust, consumer preference, greenwashing, moderation, cross-sectoral marketingAbstract
Purpose— This study is examining a sustainability paradox: does sustainability positioning enhance consumer preference, and only when do consumers think the brand is authentic and trustful? Design/methodology - A cross sectional analytical design was used with a clear, synthetic dataset of 600 consumer evaluations. This dataset was equal among data for fast-moving consumer goods, fashion and apparel, consumer technology, and hospitality and tourism. Sustainability positioning, brand authenticity, consumer trust, greenwashing skepticism, consumer preference, and environmental concern were given seven-point scales. The data was best represented by a five-factor measurement model (CFI = 0.997, TLI = 0.997, RMSEA = 0.013). Sustainability positioning had a positive direct preference association (small effect size: β = 0.092, p = 0.026) and the effects of authenticity (β = 0.175) and trust (β = 0.240) were larger. The three-way interaction was significant (β = 0.081, p < .001). When both authenticity and trust were low, positioning was unrelated to preference. However, positioning was highly correlated to preference when both were high (conditional effect size: β = 0.381, 95% CI [0.271, 0.491]). Greenwashing skepticism was negatively correlated to preference. Originality/value - The analysis provided a unique framing of the combining signaling, attribution, authenticity, and the commitment–trust perspectives. Since the dataset is fully synthetic, it showed an internally coherent analytical model, rather than providing population estimates.
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