Towards Sustainable Development: Examining Sustainable Marketing, Brand Image, and Responsible Consumer Behaviour

Abstract

This investigation seeks out to find out the impact of perceived sustainable marketing, brand image and corporate social responsibility on sustainable purchase intention of young consumers between the age groups of 18 to 30 years in Pakistan. The main aim is to explain the role played by the sustainable marketing practices and corporate social responsibility (CSR) efforts in the consumer behaviour and purchase decision process of sustainable products. Data was collected in a structured questionnaire using the data collection instrument in 304 respondents. The results suggest that perceived sustainable marketing is able to boost brand image which can boost sustainable purchasing intention. Moreover, CSR had moderation effect between brand image and Sustainable Purchase intention, and brand image had mediating effect on the relationship between perceived sustainable marketing and sustainable purchase intention. These results have an important relevance both in an academic perspective and from the practitioner's point of view, in providing insights in the influence and impact of sustainable marketing and CSR initiatives on the perception of consumers and, finally, on sustainable purchase behaviour. The study gives empirical evidence to the literature in the field of sustainable marketing and consumer behaviour by explaining mechanisms that support development of sustainable purchase intentions. The implications are two-fold. Theoretically, greater attention to the relationship between marketing practices and corporate social responsibility can help us to better understand the context of the nexus in consumer decision-making. Practically, the findings include evidence-based insight for marketers who want to leverage initiatives of sustainable marketing and CSR for building brand image and to heighten consumer interest in sustainable products. Consequently, future research should increase the sample size to different demographic segments and use longitudinal research designs to determine the durability of the influence of sustainability on consumer behaviour over time.