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Sustainability
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Sustainable Brand Management and Consumer Perceptions
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Sustainable Brand Management and Consumer Perceptions

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".

Deadline for manuscript submissions: closed (20 January 2025) | Viewed by 21543

Special Issue Editors

Prof. Dr. Irene Gil-Saura

E-Mail Website
Guest Editor
Marketing Department, Universitat de València, 46022 Valencia, Spain
Interests: consumer behavior; services marketing; sustainability
Special Issues, Collections and Topics in MDPI journals
Dr. María Eugenia Ruíz-Molina

E-Mail Website
Guest Editor
Marketing Department, Universitat de València, 46022 Valencia, Spain
Interests: consumer behavior; services marketing; sustainability
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

Changes in consumer behavior are vital to understanding, analyzing, and shaping the transition towards sustainability (Hojnik et al., 2019), as consumption directly or indirectly drives much of the environmental impact produced by the goods and services demanded, produced, and delivered (Witt, 2011). The complexity of internal and external factors that motivate consumers to be interested in strong and functional interactions with brands has been widely reported. However, as highlighted by Majerova et al. (2020), research on the impact of sustainable brand value management of goods and the individual brand value sources is still limited and inconclusive.

This Special Issue on “Sustainable Brand Management and Consumer Behaviour” will analyze the role of sustainability as a driver of marketing decisions. Thus, we will cover a wide set of topics within the field of marketing, with a particular focus on branding (see enclosed table of potential topics). Sustainability is addressed in many marketing journals, but the evidence of branding decisions to improve sustainability and their impact on consumer behavior is still scarce. Therefore, this Special Issue aims to address the existing gap in the literature by concentrating on the most relevant aspects of sustainable branding and consumer behavior.

We invite submissions on a broad range of issues in this regard, and we welcome both conceptual and empirical contributions. Some suggestions for broad themes include the following:

  • Pro-environmental behavior conceptualization in different industries;
  • Green consumer segmentation based on brand loyalty;
  • Drivers of environmentally responsible consumption;
  • Adoption of eco-innovations;
  • Cross-cultural comparison of attitudes towards green brands;
  • Green products, branding, and eco-labels;
  • Eco-innovation and brand equity;
  • Eco-literacy, environmental concerns, and behavioral intentions;
  • Willingness to pay for green brands.

We further encourage studies that examine innovative and even risky ideas while maintaining methodological rigor and providing credible empirical evidence.

Prof. Dr. Irene Gil-Saura
Dr. María Eugenia Ruíz-Molina
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • sustainability
  • brand management
  • consumer perceptions
  • services marketing
  • consumer behavior

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Further information on MDPI's Special Issue policies can be found here.

Related Special Issue

Published Papers (6 papers)

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Research

22 pages, 655 KiB  
Article
Antecedents of Consumers’ Green Beauty Product Brand Purchase Intentions: An Extended Theory of Planned Behavior Approach
by Ayesha L. Bevan-Dye and Costa Synodinos
Sustainability 2025, 17(3), 1323; https://doi.org/10.3390/su17031323 - 6 Feb 2025
Viewed by 3425
Abstract
Societies across the globe are growing increasingly environmentally aware, resulting in more and more consumers demanding eco-friendly product alternatives. This phenomenon is also evident in the beauty industry, with many beauty brands striving to add green beauty products to their range and new [...] Read more.
Societies across the globe are growing increasingly environmentally aware, resulting in more and more consumers demanding eco-friendly product alternatives. This phenomenon is also evident in the beauty industry, with many beauty brands striving to add green beauty products to their range and new green beauty product brands continuously emerging in markets. Despite the increased popularity of green beauty products, there is a paucity of published research concerning the antecedents of consumers’ green beauty product brand purchase intentions. As such, the goal of this study was to apply an extended version of the theory of planned behavior to ascertain the factors that predict consumers’ green beauty product brand purchase intentions. Following an explanatory research design, data were gathered from 500 consumers in South Africa. Data analysis comprised structural equation modeling. Confirmatory factor analysis revealed a reliable and valid seven-factor measurement model with good model fit. The path analysis results indicate that collectively perceived environmental knowledge, perceived behavior control, green beauty product ethicality beliefs, green beauty product attitudes, socio-altruistic values, and subjective norms account for 77 percent of the variance in consumers’ purchase intentions toward green beauty product brands. The findings of this study provide a comprehensive view of the antecedents of consumers’ green beauty product brand purchase intentions, which will be of significant value to beauty product marketers in or seeking to enter the green product market. In addition, the psychometric properties and strong predictive power of this model reflect a research instrument that can be used in future research into consumers’ purchase intentions toward green beauty products. Full article
(This article belongs to the Special Issue Sustainable Brand Management and Consumer Perceptions)
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26 pages, 1424 KiB  
Article
Influencing Factors and Formation Mechanism of Brand Preference in Community E-Commerce
by Xiaodong Zhang and Chunrong Guo
Sustainability 2024, 16(23), 10638; https://doi.org/10.3390/su162310638 - 4 Dec 2024
Viewed by 2988
Abstract
The deep integration of social media and e-commerce has fueled the rapid growth in community e-commerce, which has become a major trend in global e-commerce development. Researching the formation of brand preference in community e-commerce can promote the sustainable development of these brands. [...] Read more.
The deep integration of social media and e-commerce has fueled the rapid growth in community e-commerce, which has become a major trend in global e-commerce development. Researching the formation of brand preference in community e-commerce can promote the sustainable development of these brands. The distinctive social networking features and group interaction methods of community e-commerce offer new perspectives on the formation of brand preferences. In this paper, a model of factors influencing brand preference in community e-commerce is developed, where community platforms, product value, e-commerce services, content quality, and community interaction serve as antecedent variables; community experience and brand image act as mediating variables; and brand preference is the dependent variable. The model is empirically tested using structural equation modeling. The results indicate that community interaction, e-commerce services, product value, content quality, and community platforms significantly affect the community experience in e-commerce. Moreover, community interaction, product value, and content quality have significant impacts on brand image in community e-commerce. Both community experience and brand image positively influence brand preference. Full article
(This article belongs to the Special Issue Sustainable Brand Management and Consumer Perceptions)
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19 pages, 493 KiB  
Article
The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry
by Orhan Uludag, Berislav Andrlić and David Omoruyi
Sustainability 2024, 16(23), 10410; https://doi.org/10.3390/su162310410 - 27 Nov 2024
Cited by 2 | Viewed by 3163
Abstract
This study examines how digital marketing characteristics—namely interactivity, ubiquity, and credibility—affect green consumer brand engagement and loyalty in Nigeria’s five-star hotel industry. This study advances relationship marketing and social exchange theory by demonstrating how interactivity, ubiquity, and credibility in digital marketing foster green [...] Read more.
This study examines how digital marketing characteristics—namely interactivity, ubiquity, and credibility—affect green consumer brand engagement and loyalty in Nigeria’s five-star hotel industry. This study advances relationship marketing and social exchange theory by demonstrating how interactivity, ubiquity, and credibility in digital marketing foster green consumer brand engagement, ultimately boosting brand loyalty. The analysis, based on responses from 304 hotel guests, reveals a strong positive relationship between each digital marketing element and green consumer brand engagement, which subsequently enhances brand loyalty. Our findings demonstrate that green consumer brand engagement serves as a mediator between digital marketing characteristics and brand loyalty, emphasizing that engagement with environmental values plays a crucial role in fostering loyalty in the luxury hotel sector. These insights inform digital marketing strategies aimed at maximizing sustainable consumer engagement, providing a foundation for loyalty-driven practices within hospitality. Full article
(This article belongs to the Special Issue Sustainable Brand Management and Consumer Perceptions)
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16 pages, 771 KiB  
Article
Brand Trust in the Mongolian Cashmere Industry
by Baigalzaya Batsukh and Fei Chen
Sustainability 2024, 16(22), 10060; https://doi.org/10.3390/su162210060 - 18 Nov 2024
Viewed by 1313
Abstract
Brand trust holds significant importance in the Mongolian cashmere industry. This study examines the primary predictors of customer brand trust among Mongolian cashmere users. Our research includes a survey with 815 participants, both Mongolian cashmere users and non-users. We utilized an online platform [...] Read more.
Brand trust holds significant importance in the Mongolian cashmere industry. This study examines the primary predictors of customer brand trust among Mongolian cashmere users. Our research includes a survey with 815 participants, both Mongolian cashmere users and non-users. We utilized an online platform to reach the participants, employing convenience sampling. The study investigates the relationship between various factors and brand trust within the context of Mongolian cashmere brands. Our analysis confirmed that brand quality and commitment to environmental responsibility significantly increase consumer trust. These results offer valuable implications for cashmere brands aiming to bolster consumer trust and foster loyalty. Full article
(This article belongs to the Special Issue Sustainable Brand Management and Consumer Perceptions)
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14 pages, 323 KiB  
Article
Does Employee Training in Sustainable Practices and Food Waste Influence a Restaurant’s Level of Sustainability-Oriented Service Innovation (SOSI) and Brand Equity? Evidence-Based Research into the Ecuadorian Catering Industry
by María-Gabriela Montesdeoca-Calderón, Irene Gil-Saura, María-Eugenia Ruiz-Molina and Carlos Martín-Ríos
Sustainability 2024, 16(22), 9990; https://doi.org/10.3390/su16229990 - 15 Nov 2024
Viewed by 1782
Abstract
Restaurant segmentation is an effective tool for decision-making when developing business strategies. The objective of this research is to classify restaurant groups according to the level of employee training in sustainable practices and food waste, and to contrast the differences in the degree [...] Read more.
Restaurant segmentation is an effective tool for decision-making when developing business strategies. The objective of this research is to classify restaurant groups according to the level of employee training in sustainable practices and food waste, and to contrast the differences in the degree of sustainability-oriented service innovation and brand equity, as well as in the implementation of various sustainable practices. A cluster analysis was conducted with 300 restaurants in Guayaquil, Manta, and Portoviejo in Ecuador, based on face-to-face interviews with their managers, and then confirmed with discriminant analysis. Two groups were identified: (1) restaurants with less training in green practices, higher level of food waste, lower level of sustainability-oriented service innovation, and higher brand equity; (2) restaurants with more training in green practices, lower level of food waste, higher level of sustainability-oriented service innovation, and lower brand equity. The most sustainable restaurants claim to have less brand equity, which demonstrates that the Ecuadorian consumer does not particularly value sustainability. Full article
(This article belongs to the Special Issue Sustainable Brand Management and Consumer Perceptions)
20 pages, 523 KiB  
Article
Unveiling the Power of Nation Branding: Exploring the Impact of Economic Factors on Global Image Perception
by Eda Dineri, Fatma Gül Bilginer Özsaatcı, Yunus Kılıç, Şemsettin Çiğdem and Gökçen Sayar
Sustainability 2024, 16(16), 6950; https://doi.org/10.3390/su16166950 - 14 Aug 2024
Cited by 1 | Viewed by 7591
Abstract
Nation branding, which demonstrates countries’ power on an international platform, has gained prominence in the literature in recent years. How countries can build their strategies around these factors and make themselves attractive has become an issue of increasing interest to countries in recent [...] Read more.
Nation branding, which demonstrates countries’ power on an international platform, has gained prominence in the literature in recent years. How countries can build their strategies around these factors and make themselves attractive has become an issue of increasing interest to countries in recent years. Increasing a country’s role in the political arena, making the country more attractive to tourists, increasing the volume of foreign trade and foreign direct investment, and making the country more attractive in terms of skilled labor will improve its reputation and image, as perceived by other countries. The main objective of the study is to investigate the impact of foreign direct investment, tourism expenditure, human capital, and export on nation branding in the ten countries with the highest value in nation branding (USA, Germany, China, Japan, England, France, Italy, Canada, India, South Korea) applying the dynamic panel data model for the period 2010–2020. In the present study, we use the cross-sectional dependence, the slope homogeneity test, the CIPS unit root test, and the Generalized Method of Moments (GMM) method, one of the dynamic panel data methods. This study examined the factors involved in nation branding and found a positive and statistically significant relationship between exports, foreign direct investment, tourism, human capital, and nation branding. Full article
(This article belongs to the Special Issue Sustainable Brand Management and Consumer Perceptions)
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