An Empirical Study on Brand Sustainability as a Positive Factor in Consumer Purchase Intention with Special Reference to Mumbai

Abstract

Sustainability branding is a comprehensive form of green branding that aims to establish a company as environmentally, economically, and socially responsible. This strategy is adopted by companies to achieve broader corporate social responsibility goals and attract customers while upholding ethical values (Masterclass, 2022). Although research on brand sustainability is limited, particularly in developing countries such as India, it has gained significant interest among academicians, researchers, and entrepreneurs in recent years. A study was conducted to explore the relationship between consumer awareness of sustainable products and services and their everyday purchase decision. Additionally, the study examined whether brand sustainability positively influences consumer purchase intention (Farida et al., 2021).