IMPACT OF SUSTAINABILITY CLAIMS ON CONSUMER TRUST AND BUYING BEHAVIOR
DOI:
https://doi.org/10.59415/mjacs.373Keywords:
Sustainability Claims, Consumer Trust, Buying Behavior, Green Marketing, Brand Credibility, And Ethical Consumerism.Abstract
In recent years, sustainability has emerged as a critical focus in marketing and consumer behavior, driven by growing environmental concerns and ethical consumerism. This study investigates the impact of sustainability claims on consumer trust and buying behavior, with a focus on how such claims influence purchase decisions across various demographics. As businesses increasingly adopt green marketing strategies, understanding the authenticity and effectiveness of these sustainability claims becomes essential. The research aims to analyze whether consumers perceive these claims as credible, how trust mediates the relationship between claims and consumer behavior, and the extent to which sustainability-oriented messaging translates into actual buying decisions. Using a mixed-methods approach, this study combines quantitative surveys and qualitative interviews to gather data from a diverse group of consumers. The findings reveal that while sustainability claims positively influence consumer trust, the effect is significantly moderated by the perceived transparency and credibility of the brand. Consumers are more likely to trust and purchase from brands that offer verifiable, consistent, and well-communicated sustainability practices. Conversely, skepticism arises when consumers perceive claims as vague, exaggerated, or misleading—resulting in diminished trust and reluctance to purchase. Furthermore, the research highlights generational and educational differences in consumer responsiveness to sustainability claims, with younger and more educated consumers displaying higher sensitivity and demand for ethical standards. These insights underscore the importance of honest and well-substantiated marketing strategies to foster long-term consumer relationships and encourage responsible consumption. The study concludes that while sustainability claims can be a powerful tool for influencing consumer behavior, their success heavily relies on brand credibility and consumer awareness. The implications of these findings are valuable for marketers, policymakers, and businesses aiming to align their branding with sustainable development goals.
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