Ethical Consumerism and Brand Loyalty: The Mediating Role of Sustainability Communication
DOI:
https://doi.org/10.66635/332ksw40Keywords:
Ethical consumerism, brand loyalty, sustainability communication, consumer trust, green marketingAbstract
The increasing recognition of environmental and social challenges has transformed consumer preferences, establishing ethical consumerism as a significant element affecting brand loyalty. This research examined the function of sustainability communication employed by companies as a crucial intermediary factor connecting ethical consumerism to lasting customer loyalty. The survey engaged 185 respondents and employed a standardized questionnaire designed to investigate customer perceptions of ethical practices, the credibility of sustainability communication, and the loyalty behaviors that ensued. The findings indicate that individuals who emphasize ethical consumerism are more inclined to endorse businesses that clearly articulate their sustainability efforts. Transparent and authentic communication is crucial for building trust, which in turn strengthens brand loyalty. The study emphasizes the importance for organizations to incorporate sustainability into their operations and communication strategies in order to uphold consumer loyalty.
References
1.Carrington, M. J., Neville, B. A., & Whitwell, G. J. (2010). Why ethical consumers don’t walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of Business Ethics, 97(1), 139–158. https://doi.org/10.1007/s10551-010-0501-6
2.Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64–87. https://doi.org/10.1525/cmr.2011.54.1.64
3.Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8–19. https://doi.org/10.1111/j.1468-2370.2009.00276.x
4.Haryanto, J.O.; Moutinho, L.; Coelho, A. Is brand loyalty really present in the children’s market? A comparative study from Indonesia, Portugal, and Brazil. J. Bus. Res. 2016, 69, 4020–4032. https://doi.org/10.1016/j.jbusres.2016.06.013
5.Islam, J.U.; Rahman, Z. Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. J. Glob. Fash. Mark. 2016, 7, 45–59. https://doi.org/10.1080/20932685.2015.1110041
6.Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of Marketing, 68(4), 16–32. https://doi.org/10.1509/jmkg.68.4.16.42726
7.Sen, S., & Bhattacharya, C. B. (2001). Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility. Journal of Marketing Research, 38(2), 225-243. https://doi.org/10.1509/jmkr.38.2.225.18838
8.Tanveer, M., Ahmad, A.-R., Mahmood, H., & Haq, I. U. (2021). Role of Ethical Marketing in Driving Consumer Brand Relationships and Brand Loyalty: A Sustainable Marketing Approach. Sustainability, 13(12), 6839. https://doi.org/10.3390/su13126839
9.Van der Westhuizen, L.M. Brand loyalty: Exploring self-brand connection and brand experience. J. Prod. Brand Manag. 2018, 27, 172–184. https://doi.org/10.1108/JPBM-07-2016-1281
10.Vermeir, I., & Verbeke, W. (2006). Sustainable food consumption: Exploring the consumer “attitude–behavioral intention” gap. Journal of Agricultural and Environmental Ethics, 19(2), 169–194. https://doi.org/10.1007/s10806-005-5485-
