Influence of sustainability marketing approaches on the responsible sustainable consumption behavior of gen z with a focus on green products exploring the mediating role of brand

BÁO CÁO TỐNG KÉTĐÈ TÀI NGHIÊN CỨU KHOA HỌC THAM GIA XÉT GIẢI THƯỞNG “NHÀ NGHIÊN CƯU TRẺ UEH ” NÀM 2024 INVESTIGATING THE INFLUENCE OF SUSTAINABILITY MARKETING APPROACHES ON THE RESPONSI

BÁO CÁO TỐNG KÉT

ĐÈ TÀI NGHIÊN CỨU KHOA HỌC THAM GIA XÉT GIẢI THƯỞNG

“NHÀ NGHIÊN CƯU TRẺ UEH ” NÀM 2024

INVESTIGATING THE INFLUENCE OF SUSTAINABILITY MARKETING

APPROACHES ON THE RESPONSIBLE SUSTAINABLE CONSUMPTION BEHAVIOR OF GEN z WITH A FOCUS ON

GREEN PRODUCTS: EXPLORING THE MEDIATING ROLE OF

BRAND IMAGE, BRAND TRUST AND BRAND EQUITY.

Thuộc nhóm chuyên ngành : 1

TP Hồ Chí Minh, tháng 02/2024

TÓM TẢT

Nghiên cứu nhằm xác định mối quan hệ giừa Marketing Ben vừng, Hinh ảnh Thươnghiệu, Tài sàn Thương hiệu, Niềm tin Thương hiệu, và Hành vi tiêu dùng bền vừng cótrách nhiệm trong nhóm Gen z tại Thành phố Hô Chí Minh Dữ liệu được thu thập từ

510 cá nhân thuộc nhóm Gen z đang sinh sổng, học tập và làm việc lại thành phổ Kếtquả phân lích mô hình cấu trúc Tuyến tính (SEM) đâ chí ra rang Marketing Ben vững

có ánh hưởng lớn nhất đến Hành vi Người tiêu dùng Trách nhiệm Ben vững Ngoài ra, vai trò trung gian cùa ba yếu tố Hỉnh ảnh Thương hiệu, Niềm tin Thương hiệu, và vốnThương hiệu cũng được xác nhận trong môi quan hệ giữa Marketing Bên vững vàHành vi Người tiêu dùng Trách nhiệm Bền vừng Kết quá nghiên cửu hướng đến giái quyết các vấn đề liên quan đen mục tiêu 9, 12 và 13 nằm trong 17 Mục tiêu phát triến bền vừng của WHO Dựa trên kết quá nghiên cửu, một sổ đề xuất đà được đưa ra đế

hồ trợ doanh nghiệp trong việc xây dựng chiến lược Marketing Ben vừng, nâng cao Hình ảnh Thương hiệu, Niềm tin Thương hiệu và vốn Thương hiệu đê cải thiện Hành

vi Người tiêu dùng Trách nhiệm Ben vừng trong nhóm Gen z

Từ khóa: Marketing Ben vững, Hình ảnh Thương hiệu, Tài sán Thương hiệu, Niềm tin Thương hiệu, Hành vi tiêu dùng bền vừng có trách nhiệm, 17 Mục tiêu phát triểnbền vừng

ABSTRACT

The research aims to ascertain the relationship between Sustainability Marketing,Brand Image, Brand Equity, Brand Trust, and Sustainable Responsible ConsumerBehavior among Gen z in Ho Chi Minh City Data were collected from 510 Gen z individuals residing, studying, and working in the city Structural Equation Modeling(SEM) analysis results revealed that Sustainability Marketing has the most significantimpact on Sustainable Responsible Consumer Behavior Additionally, the intermediaryroles of the three variables, namely Brand Image, Brand Trust, and Brand Equity, were demonstrated in the relationship between Sustainability Marketing and SustainableResponsible Consumer Behavior Research results aim to solve issues related to goals

9, 12 and 13 of WHO's 17 Sustainable Development Goals Based on the researchfindings, several implications are suggested to assist businesses in craftingSustainability Marketing strategies to enhance Brand Image, Brand Trust, and Brand Equity for the improvement of Sustainable Responsible Behavior among Gen z

Keywords: Sustainability Marketing, Brand Image, Brand Equity, Brand Trust,Sustainable Responsible Consumer Behavior, 17 Sustainable Development Goals

CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL 14

Figure 2.3.7: Research model of Marcin Switala & et al (2018) 26

2.3.8 Research of Yu-Shan Chen (2009) 26Figure 2.3.8: Research model of Yu-Shan Chen (2009) 272.3.9 Research of Minh-Tri Ha, Vo Thi Kim Ngan, Phuong N D Nguyen

Figure 2.3.9: Research model of Minh-Tri Ha, Vo Thi Kim Ngan, Phuong N

2.3.10 Research of Doni Purnama Alamsyaha*, Norfaridatul Akmaliah

Othmanb and Hayder Alhadey Ahmed Mohammedc (2020) 28Figure 2.3.10: Research model of Doni Purnama Alamsyaha*, NorfaridatulAkmaliah Othmanb and Hayder Alhadey Ahmed Mohammedc (2020) 29

2.4.1 Relationship between Sustainability Marketing and Responsible

2.4.2 Relationship between Sustainability Marketing and Brand Image 302.4.3 Relationship between Brand Image and Brand Trust 312.4.4 Relationship between Brand Image and Brand Equity 312.4.5 Relationship between Sustainability Marketing and Brand Trust 322.4.6 Relationship between Sustainability Marketing and Brand Equity 332.4.7 Relationship between Brand Image and Responsible Sustainable

2.4.11 Relationship between Sustainability Marketing, Trust and Responsible

2.4.12 Relationship between Sustainability Marketing, Brand Image and

2.4.13 Relationship between Brand Equity, Sustainability Marketing and

Table 3.2.2.1 The scale Sustainability Marketing - Economics variable 44Table 3.2.2.2 The scale Sustainability Marketing- Social variable 45Table 3.2.2.3 The scale Sustainability Marketing - Environment variable 45Table 3.2.2.4 The scale Sustainability Marketing- Culture variable 46

Table 3.2.2.5 The scale Brand Image 46

Table 3.2.2.8 The scale Responsible Sustainable Consumer Behavior

Table 3.2.2.9 The scale Responsible Sustainable Consumer Behavior Environmental Consumer Behavior variable 52

3.3.4.3 Testing relationships with intermediate variables 57Figure 3.3.4.3 Model with Intermediate Variables 58Figure 3.3.4.4 Results of the analysis of the model with intermediate

4.2.1.4 Discriminant Validity 66Table 4.2.1.4.1 : Result of Fornell and Larcker 664.2.2 Evaluate the structural model and test research hypotheses 66

Table 4.2.2.5: Path coefficient results 70

4.2.2.6 Evaluating mediating effects 71Table 4.2.2.6 : Direct effects, indirect effects, total effects 71

Table 4.3.1.1 : Results of multi-group analysis by gender 73

Table 4.3.1.2 : Results of multi-group analysis by age 74

5.3 Limitations and Future Research Directions 88

APPENDIX 2: LIST OF GROUP DISCUSSION PARTICIPANTS 102

LIST OF TABLES

Table 3.2.2.1 The scale Sustainability Marketing - Economics variable 45Table 3.2.2.2 The scale Sustainability Marketing- Social variable 46Table 3.2.2.3 The scale Sustainability Marketing - Environment variable 46Table 3.2.2.4 The scale Sustainability Marketing- Culture variable 47

Table 3.2.2.8 The scale Responsible Sustainable Consumer Behavior - Responsible

Table 3.2.2.9 The scale Responsible Sustainable Consumer Behavior - Environmental

Table 4.1 : Result of Descriptive statistics 62Table 4.2.1.1: Table Result of Outer Loading analysis 62Table 4.2.1.2 : Result of Cronbach’s Alpha Reliability Assessment 64Table 4.2.1.3 : Result of Convergent Validity 65Table 4.2.1.4.1 : Result of Fornell and Larcker 66Table 4.2.2.1: Results of VIF coefficient analysis 67Table 4.2.2.2: Results of R-squared coefficients 68Table 4.2.2.3: Results oftesting the f-squared coefficient 68Tabic 4.2.2.4 : Results of testing the Q-squarcd coefficient 69

Table 4.2.2.6 : Direct effects, indirect effects, total effects 71Table 4.3.1.1 : Results of multi-group analysis by gender 73Table 4.3.1.2 : Results of multi-group analysis by age 74

Table 5.2.1.1: Mean of the observed variables SM-EC 81

Table 5.2.1.2: Mean of the observed variables SM-SC 82Table 5.2.1.3: Mean of the observed variables SM-EN 83Table 5.1.2.4: Mean of the observed variables SM-CR 84Table 5.2.2 Mean of the observed variables Bl

Table 5.2.3 Mean of the observed variables T

Table 5.2.4 Mean of the observed variables BE

848687

LIST OF FIGURES

Figure 2.3.1: Research model of Jia et al (2023) 18Figure 2.3.2: Research model of Pancic, Serdarusic, & Cucic(2023) 19Figure 2.3.3 Research model ofGedel et al (2016) 20Figure 2.3.4: Research model of Kimaro (2022) 21Figure 2.3.5: Research model of Reham Shawky Ebrahim's (2019) 22Figure 2.3.6: Research model of Lanmeng Wu and Ziyang Liu (2022) 23Figure 2.3.7: Research model of Marcin Switafa & et al (2018) 24Figure 2.3.8: Research model ofYu-Shan Chen (2009) 25Figure 2.3.9: Research model of Minh-Tri Ha, Vo Thi Kim Ngan, Phuong N D

Figure 2.3.10: Research model of Doni Purnama Alamsyaha*, Norfaridatul AkmaliahOthmanb and Hayder Alhadey Ahmed Mohammedc (2020) 27

Figure 3.3.4.3 Model with Intermediate Variables 56Figure 3.3.4.4 Results of the analysis of the model with intermediate variables 56

CHAPTER 1: RESEARCH OVERVIEW 1.1 Introduction

The trend of applying 17 Sustainable Goals in businesses and countries is increasingly driving consumers towards green consumption Nowadays, consumers arenot only concerned about the quality ofproducts but also inquire about their impact on the environment They are seeking products and services with low environmental impact, reduced waste, and the use ofrenewable energy sources According to Nielsen (2018), 73% of global consumers are willing to change their consumption habits toreduce their environmental impact This is evident in the growing market for green consumption, where businesses are developing and providing environmentally friendly products with sustainable designs and technologies Consumers are also driving the trend of green consumption through responsible shopping decisions They actively choose products labeled as ’’organic," "eco-friendly," or "sustainable," indicating theirconcern for the origin and production processes of the products Previous research indicated that consumers are often willing to pay a premium for green products and services, potentially boosting profits for businesses with green consumer strategies

In the landscape of increasing global awareness and demand for sustainable practices, the green product market has surged to an impressive valuation and is projected to grow from SI6.50 billion in 2023 to $61.92 billion by 2030, at a CAGR of 20.8% (Fortune Business Insights, 2022) This robust figure testifies to the growing inclination towards environmentally conscious products, evident in the expandingdiscourse on sustainable consumption patterns (McDonald et al, 2009; Spaargaren, 2020) Across industries, businesses are strategically adopting sustainability as a central theme in their product narratives, with a keen focus on implementing persuasive sustainable marketing strategies A standout example is Unilever, renowned for its commitment to sustainability Through strategic marketing, this companyeffectively communicates the eco-friendly features of its green products This approach not only enhances the user experience but also serves as a persuasive catalyst for consumer engagement By showcasing the entire lifecycle of their green products,from sourcing to disposal, they forge a transparent and trustworthy connection with consumers

Many studies emphasize the influence of sustainable marketing strategies and the evolving context of sustainable consumption behavior through the followingfactors: Brand Image, Brand Equity and Brand Trust Specifically, Shabbir's (2020) research shows the impact of different Green marketing methods on consumer

behavior, Eco-labelling, Green packaging and branding, Green products, insurancepremiums and price, as well as Environmental concerns and beliefs have shown thatgreen marketing methods have a positive and significant influence on consumer environmental behavior Another study also showed similar results (Khan et al., 2021),they said that strategic green marketing orientation has a positive and significant impact on green consumption intention, interaction with Green image and the moderating role of brand social responsibility.

There is also a research paper ’’Promoting responsible sustainable consumer behavior through sustainable marketing: Boundary effects of corporate social responsibility and brand image” (Jia el al , 2023) found that sustainable marketing promotes responsible sustainable consumption behavior through the mediating role of brand image This paper has focused on the important role of sustainable marketing inpromoting sustainable consumption behavior, and in particular through the boundary effects of corporate social responsibility and brand image The connection between sustainable marketing, corporate social responsibility and brand image has given a broader insight into how these factors interact and influence consumer consumptiondecisions in the future, hotel industry

Generation z, born between the mid-1990s and early 2010s, stands out for its strong inclination towards sustainable consumption behavior, particularly in the realm

of green products Research by Brantemo el al (2020) suggests that Gen z exhibits a heightened environmental consciousness, actively seeking products that align withtheir eco-friendly values This generation's proclivity towards green products can beattributed to several factors, including a deep-seated concern for environmental issuessuch as climate change and pollution Moreover, Tran et al (2022) study indicates thatGen z values transparency and ethical sourcing, making them more likely to choose products with a minimal environmental footprint As proponents of sustainable living, Gen z sees the adoption of green products not only as a personal choice but as a collective effort towards a more eco-conscious future

The exploration of sustainable marketing strategies' impact on Generation Z'ssustainable consumption behavior towards green products in Ho Chi Minh City represents a critical gap in existing research Despite the escalating significance of sustainability in consumer choices, limited studies delve into the nuanced relationship between sustainable marketing strategies, specifically considering Brand Image, Brand Equity, and Brand Trust also Generation Z's consumption behaviors on green products

in this urban setting Previous research has predominantly concentrated on broader

aspects of sustainability or generic consumer behavior in different industries likeHospitality (Hussain et al, 2020) in Pakistan, Fashion (Jung et al, 2020), Restaurant (Chou et al, 2020) in Taiwanese , often overlooking the contextual nuances of a rapidly evolving industry like green products and cities like Ho Chi Minh Choosing Ho Chi Minh City as the research location is strategic due to its dynamic urban landscape and growing population As a densely populated metropolis, the city provides a microcosm

of evolving consumer behavior, providing insights into how Generation z navigates sustainable consumption within an economic context, socio-economic diversity In addition, the city faces waste management challenges, creating an opportunisticenvironment to explore the impact of environmental awareness on green productadoption By focusing on Ho Chi Minh City, the research aims to shed light on thecomplex interactions between Generation z, their eco-conscious preferences, and thelocal dynamics that shape sustainable consumption patterns, sustainability in a rapidly growing urban environment The scarcity of research in this specific domain highlights the need for an in-depth investigation to comprehend how sustainable marketing practices can effectively shape the sustainable consumption landscape for Generation

z in this unique socio-economic and cultural milieu

Based on the above background, it can be seen that there is a lack of research investigating the impact of sustainable marketing strategies on sustainable consumption behavior of Generation z in Ho Chi Minh City through Brand Images, Brand Equity and Brand Trust Besides, the team found that there have not been many detailed studies investigating the mediating role of Brand Equity and Brand Trustbetween the relationship between Sustainable Marketing and Responsible SustainableBehavior Additionally, the team recognized the importance and practicality thatresearch in this field can bring, which motivated the choice of this topic: “Investigation

of the influence of sustainable marketing approaches on Responsible sustainable consumption behavior of Generation z with a focus on green products Exploring themediating effects of Brand Image, Brand Trust and Brand Equity”

1.2 Research Objectives

- Building a model to show the impacts of Sustainable Marketing Strategics on Generation Z's sustainable consumption behavior in Ho Chi Minh City towardsgreen products through the following factors: Brand Image, Brand Equity and Brand Trust

- Test the model and measure the impact of the relationships between sustainable marketing strategies, brand image, brand equity and trust to generation Z'ssustainable consumption behavior towards green products in Ho Chi Minh City.

- Provide management implications for green products businesses aiming toincrease sustainable consumption behavior of consumers through improving sustainable marketing strategies, brand image, brand equity and trust

1.3 Research Question

Based on previous research globally and in Vietnam, as well as the specific objectives

of the research topic, the research team will provide answers to the followingquestions:

1 What is the relationship between Sustainable Marketing Strategy, Brand Image, Brand Equity, Brand Trust and Responsible Sustainable Consumer Behavior of Gen z?

2 What is the impact of the relationship between Sustainable Marketing Strategy,Brand Image, Brand Equity, Brand Trust and Responsible SustainableConsumer Behavior of Gen z?

3 How to develop and promote Responsible Sustainable Consumer Behavior of Gen z towards green products through Sustainable Marketing Strategy, Brand Image, Brand Equity, Brand Trust?

1.4 Research Subject and Scope

- Research Subject: Sustainable Marketing Strategy, Brand Image, Brand Equity,Brand Trust, and Responsible Sustainable Consumer Behavior

- Research Respondents: Gen z lives and works in the city HCM

- Scope of space and lime:

+ About time: During the period from January 2024 to February 2024

+ About space: Research conducted in Ho Chi Minh City

to suit the practical situation The research team will conduct group discussionswith 10 randomly selected Gen z young people in Ho Chi Minh City Based on the group discussion, the research team will synthesize and select opinions, then

adjust the scale, clarify concepts in the research and specifically identifyvariables in the model.

+ Quantitative Research Methodology: Quantitative research method is carriedout by sending a survey questionnaire that has been developed and edited toGen z people in Ho Chi Minh City using the convenience sampling method,then collected and conducted Analyze survey samples

The study uses SmartPLS 3 data processing tools to evaluate the model and test the scale Based on the results obtained, the research team will be able to properly andcompletely analyze and clarify the problem

1.6 Implications for Research and Practice

Researching this topic will bring theoretical and practical implications for businesses:

- Theoretical significance: To confirm that the research model contributes to the measurement scale and basic theory of sustainable marketing strategies, brand image, brand trust and sustainable consumption behavior, firmly and responsibly Besides, the research is also a premise for the next research articles of this work to contribute tosupplementing and strengthening the impact of sustainable marketing strategiesthrough the following factors: Brand image, brand value and trust on consumerbehavioral intentions towards high-end fashion

- Practical Significance: Firstly, research will help businesses determine the level of concentrated influence of intermediary factors in promoting and stimulating repeat consumption behavior Second, the research will make an importantcontribution in helping businesses build business plans that are more suitable for consumers through new features and necessary changes according to customer feedback

CHAPTER 1 SUMMARY

Chapter 1 discussed the background of the topic, three research objectives and three research questions along with brief research scope and methodology in order to verifythe relationship of Sustainable marketing strategy, Brand image, Brand equity, Brand Trust, and Responsible Sustainable Consumer Behavior From that we can bring sometheoretical and practical implications

CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL 2.1 Critical Definitions

2.1.1 Sustainability Marketing

Sustainability involves addressing an organization's economic, social, and environmental obligations, leading to the exploration of methods for theirimplementation (Liu, Kim, Wang, & Kim, 2019) Additionally, the marketing efforts

of organizations are centered around meeting consumers' social and ethicalrequirements, which may include initiatives like cultural promotion, environmental conservation, and disaster relief activities (Choi & Sung, 2013) To achieve sustainable growth, it is crucial for sustainable marketing activities to take into account cultural factors, fostering collaboration with society and improving communication between customers and organizations (Ko et al., 2015)

Elkington (1997) claims that sustainable marketing activities should contain three factors: economic, social, and environmental Sustainable marketing refers to the decision-making process and business activities by the local community and consumers, such as production and sales, and their social environment and environmental-friendly ethics However, Ko et al (2015) emphasized that sustainable marketing initiatives ought to extend beyond a singular aspect of the triple bottom line (TBL) and encompass social endeavors across all dimensions of sustainability The integration of culture is intended to be the catalyst for the TBL, fostering the alignment

of consumer and community well-being with companies committed to authentic andsustainable growth (Jung Ct al., 2020) Therefore, this study incorporates cultural elements as a variable within the framework of sustainability

Economic marketing activities represent sharing economic benefits througheconomic support within a region Social marketing activities are social contribution activities that achieve other objectives of a company, besides business tasks aimed al pursuing profits (Min Kong & Ko, 2017; Sun, Kim, & Kim, 2014) Environmentalmarketing activities means, “all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment” (Stanton & Futrell, 1987) Cultural marketing activities are “the consideration,preservation, and presentation of tangible and intangible heritage, artistic production,

as well as the knowledge and skills of various social groups, communities, and nations” (Slylianou-Lambert, Boukas, & Christodoulou-Yerali, 2014)

2.1.2 Brand Image

The consumer’s cognitive picture is the sum of the beliefs, thoughts, and impressions that an individual has about a particular object (Cretu & Rodie, 2007).Keller (1993) declared that brand image was defined as perceptions about the brand, asunveiled by the brand associations retained in the buyer's mind And a sharp brandimage has supported clients to realize the brand’s requirements and to differentiate the brand from its rivals (Dam & Dam, 2021) Keller (1993) has defined brand image asthe aggregation of brand association in consumers' memory, which guides consumers

to produce brand awareness and brand associations that include brand attributes and brand attitudes The formation of a positive brand image is very important because the brand image provides a standard for consumers when they do not have enough discrimination on the quality characteristics of products and sendees and thus becomes

a decisive factor for consumers to make purchase decisions, purchase decisions In thisresearch, the construct brand image involves the symbolic meaning associated withspecific attributes of a brand

2.1.3 Brand Trust

Trust is considered a crucial strategic element in the field of marketing andplays a significant role in the success of relationships (Hart and Saunders, 1997;Flavian, 2005) The level of trust in a brand has a direct impact on purchasing decisions (Gefen and Straub, 2004) The trust that consumers place in a brand is contingent on the brand’s perceived reliability, emanating from the confidenceconsumers have in the brand's capability to fulfill its commitment value in terms of product offerings Complete trust in a brand signifies that customers believe the brand

is likely to deliver positive value Considered a crucial metric for brand valueassessment, brand trust establishes an emotional link between consumers and brands.Customers who have confidence in assertions regarding the health benefits, dependability, and capability of green products to meet environmental standards arelikely to exhibit favorable attitudes and behaviors towards such products (Butt et al., 2017; M Chen & Zhang, 2021)

Examining brand trust as an expectation involves customers' confidence in the brand's reliability, honesty, and responsibility (Doney and Cannon, 1997) Certain companies may erode customer trust when they make unclear or misinterpretedeco-friendly commitments and exaggerate the environmental benefits of their products.Consequently, trust emerges as a crucial element in the context of green products aswell (Kalafatis and Pollard, 1999) When consumers trust a brand, their sensitivity to

pricing diminishes, becoming a pivotal aspect of consumer brand loyalty In this context with green products, the study defines 'brand trust' that is characterized as the inclination to rely on a product, service, or brand, stemming from the belief orexpectation grounded in its credibility, benevolence, and competence concerning its environmental performance (Yu-Shan Chen, 2010).

2.1.4 Brand Equity

Brand equity encompasses a set of assets that consist of four key elements: brand salience, brand meaning, brand responses, and brand resonance, as outlined by Keller in 1993 The presence ofbrand equity adds value to a product, making it more favorable in the eyes of consumers compared to other products A higher level of brand equity correlates with an increased willingness of consumers to pay higher prices (Chen, 2010) Moreover, businesses possessing robust brands enjoy significantcompetitive advantages

Brand equity provides the firm with a range of advantages, both financial and non-fmancial, such as enhancing competitive edge and creating possibilities for brandextension (Kang & Hur, 2012; Yoo, Donlhu, & Lee, 2000) Moreover, it functions as a link between previous and forthcoming marketing endeavors, with past marketing initiatives establishing a foundation to inform and guide future activities (Keller,1993) Diverse interpretations of brand equity have been proposed in researchliterature For instance, certain scholars contend that brand equity is the extra valueattributed to the brand name (Chen, 2010; Farquhar, 1991; Kamakura & Russell, 1993;Yasin et al., 2007) Conversely, others propose that brand equity is synonymous with the disparity between the overall value of a brand and its tangible elements (Yoo et al., 2000) When considering brand equity within an environmental framework, the concept of green brand equity is defined as intangible brand assets linked topro-environmental initiatives, contributing additional value to the brand in terms of consumer preferences (Chen, 2010; Yoo et al., 2000) The foundation of brand equity

is primarily shaped by external relationships, particularly with consumers (Chen, 2010) It represents the ultimate outcome of the association between the brand and its consumers, wherein satisfaction and trust play pivotal roles as determinants, all of which are influenced by brand knowledge (Esch et al., 2006)

2.1.5 Responsible Sustainable Consumer Behavior

An examination of the literature concerning responsible consumer behaviorindicates that a significant portion of the initial conceptualizations and measurements

of the construct has predominantly focused on the environmental aspect (Han & Stocl,

2017) For example, in the realm of socially responsible consumption, 'green consumerism' has frequently been identified as the primary responsible behavior(Roberts, 1995), with a prevalent emphasis on ecological matters rather than social concerns (Hosta & Zabkar, 2021).

The authors highlighted that existing measures inadequately capture consumerbehaviors in response to a comprehensive array of social issues Drawing from Mohr

el al.'s definition (Mohr, Webb, & Flarris, 2001, p 47), the authors introduced a novelmetric termed "Socially Responsible Purchase and Disposal," denoting an individualaligning their product acquisition, usage, and disposal decisions with the intention of minimizing or eliminating harmful effects while maximizing the long-term positive impact on society

As per Jung et al (2020), a conscientious sustainable consumer meticulously allocates significance to their selections, considering the eventual repercussions of these choices on both society and the environment Suggested the conceptualization of Responsible Sustainable Consumer Behavior (RCSB) by incorporating insights fromthe sustainable behavior literature, defining it as "behavior influenced by an awareness

of the enduring impacts of individual actions on the natural or social environment".(Epstein, 2018)

2.2 Theoretical Basis

2.1.1: Signaling theory

Signaling theory is useful for describing behavior when two parties (individuals

or organizations) have access to different information Typically, one party, the sender, must choose whether and how to communicate (or signal) that information, and the other party, the receiver, must choose how to interpret the signal Signaling theory is fundamentally concerned with reducing information asymmetry between two parties(Spence, 2002) Stiglitz (2002) explained that information asymmetries occur when

“different people know different things/’ Due to the confidentiality of certain information, imbalances in information emerge between those who possess that information and those who could enhance their decision-making if they were privy to

it Stiglitz (2000) highlights two broad types of information where asymmetry is particularly important: information about quality and information about intent In thefirst case, information asymmetry is important when one party is not fully aware of the characteristics of another party In the second case, information asymmetry also is important when one party is concerned about another party's behavior or behavioral intentions (Elitzur & Gavious, 2003)

The profundity of the signaling theory lies in ascribing costs to information acquisition processes that resolve information asymmetries in a wide range of economic and social phenomena In the context of sustainable marketing, the signalingtheory becomes particularly relevant as companies strategically communicate theircommitment to sustainability The sender, in this case, is the company employing sustainability marketing approaches, and the receiver is the environmentally consciousGeneration z consumer The sender faces the decision of how to signal theirsustainable practices, such as through green product labels, eco-friendly certifications,

or transparent communication about their environmental initiatives Generation z, asthe receiver, must interpret these signals and make informed decisions regarding theirsustainable consumption behavior Information asymmetry arises when there is a gap

in knowledge between the company, which holds information about its sustainability efforts, and the consumer, who seeks to align their values with responsible andsustainable choices

Signaling rimeline

t = 0

SIGNALER (person, product, or firm)

has underlying quality

SIGNAL is sent to

receiver

t = 2

RECEIVER observes and interprets signal

Receiver chooses person, product, or firm

choice On the other hand, when behavior has external causes, we associate it withenvironmental factors and surrounding situations These causes are often seen asimposed and beyond the direct control of individuals In such cases, behavior is oftenconsidered a natural response or a result of circumstantial constraints.

In addition, this theory identifies the causes of behavior based on three crucial factors: distinctiveness, consensus, and consistency of behavior These factors provide

a systemic approach to analyze and understand individual behavior in various situations Distinctiveness determines whether a behavior occurs frequently or is merely an occasional occurrence If a behavior happens suddenly and infrequently, we may infer that its cause is external Conversely, if a behavior occurs frequently, we may assess the cause as internal, originating from the individual’s nature and values Consensus involves how people react in similar situations If there is a tendency for similar reactions, we can say that the behavior exhibits consensus If consensus is high, the cause may be external, influenced by the environment Conversely, if consensus is low, the cause may be internal, originating from within the individual The consistency

of behavior measures the degree to which an individual reacts similarly in different situations

Applying this theory to consumer behavior, if a consumer consistently chooses

to purchase green products, this decision may be considered internal The cause of this behavior may be part of the individual's values and environmental consciousness, making their shopping behavior frequent and consistent If a group of people collectively opts for green products, there is significant consensus In this case, thecause of purchasing green products may be external, influenced by positive societaltrends or sustainable marketing strategies Conversely, if an individual frequentlychanges their choices, the cause may be external, influenced by societal pressures orexternal factors, resulting in low consistency

2.3 Literature Review

2.3 Ì Research of Jia, Iqbal, Ayub, Fatima, & Rasool (2023)

Jia et al (2023) studied the topic of responsible sustainable consumptionbehavior through sustainable marketing under the boundary effect between corporate social responsibility and brand image Research subjects: sustainable consumptionbehavior, sustainable marketing, corporate social responsibility and brand image

The purpose of the current study was to collect data from hotel customers using

a deductive approach following a cross-sectional research design There are ten hotelsselected this time, from the third metropolis Islamabad, Lahore and Rawalpindi in

Pakistan The authors used a non-experimental convenience sampling technique and distributed 400 questionnaires to target respondents from September 2022 toDecember 2022, based on Signaling theory and Attribution theory

To achieve responsible and sustainable development, hotels must upgrade theirexisting marketing activities to shape a sustainable brand image and harness responsible and sustainable consumer behavior, consumption In line with the trend of integrating sustainable marketing activities with social aspects, this study investigates the impact of sustainable marketing on RSCB through the mediating effect of brandimage

Figure 2.3.1: Research model of Jia et al (2023)

2.3.2 Research of Paneic, Serdarusic & Cucic (2023)

Pancic, Serdarusic & Cucic (2023) studied about Marketing and Repurchase Intention through the stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness

Research subjects: Marketing and Repurchase Intention, Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness

The study targeted consumers from nine companies marketing green products,including Patagonia, IKEA, Hershey's, Johnson & Johnson, Nike, Seventh Generation,Lego, The Body Shop and Imperfect Foods

Based on a survey of 845 luxury brand consumers (Chinese, French, Indian and Italian) who follow five brands on social media, this study develops a structural equation model that helps fill the gap in Brand documentation on social networks inthe past Specifically, the study demonstrates the link between social media marketing efforts and their consequences (brand preference, premium pricing, and loyalty) The

Study measures a brand's soeial media marketing efforts as an overall concept, including five dimensions (entertainment, engagement, fashion, customization and word of mouth).

The conclusions indicate that green marketing is important in influencingimportant consumer behaviors, especially brand loyalty and innovativeness However,

an individual's level of green awareness does not significantly moderate the relationship between green marketing and their green repurchase intention This suggests that although green marketing strategies are important, green awareness itself may not be the sole determining factor in amplifying or moderating consumer behavior towards sustainable products

Figure 2.3.2: Research model of Pancic, Serdarusic, & Cucic(2023)

2.3.3 Research of Godey, Manthiou, Pederzoli., Rokka, Aiello, Donvito, & Singh (2016)

Gedel et al (2016) tested the topic: “ Social media marketing efforts of luxurybrands: Influence on brand equity and consumer behavior” Research subjects: Social media marketing, brand equity and consumer behavior

This study develops a structural equation model that addresses gaps in previoussocial media branding literature Specifically, the study demonstrates the link between social media marketing efforts and their consequences (brand preference, premium pricing, and loyally) The study analyzes pioneering brands in the luxury goods industry (Burberry, Dior, Gucci, Hermes and Louis Vuitton) Based on a survey of 845luxury brand consumers (Chinese, French, Indian and Italian) who follow 5 brands on social networks

The results show that social media marketing efforts have a significant positive impact on brand loyally, brand preference, and price premiums, suggesting thatinvesting in brand equity ( online and offline) will enhance the impact of social mediamarketing on customer feedback Brands should no longer view social mediamarketing as a way to reach consumers but instead as an important and cost-effectiveimage-building tool Luxury brands can use social media to improve relationships withcustomers, but they should use more traditional tools, such as visuals and storeatmosphere, to persuade Customers pay more for their products.

Social media marketing

Kimaro (2022) examines the topic about Assessing the impact of brand trust

and brand image on consumer behavior during a time ofcrisis: Brand trust, Brand

image, Consumer behavior during covid-19 Research subjects: Brand trust, Brand

image, Consumer behavior

Both quantitative research and deductive methodologies were applied in thispaper 205 respondents made up the whole study sample Using multiple regression, Cronbach's alpha coefficient, and correlation with raw data acquired using IBMSPSS statistics, the findings were assessed proportionately

This study’s primary goal is to demonstrate and assess how trust and brandimage play a significant role in influencing customer behavior in times of crisis This study tries to ascertain how these elements impact general consumer behavior duringthe pandemic, given the notable gaps in the literature

Thus, the study's primary goal is to ascertain how customer behavior during thepandemic is influenced by brand image and trust In light of this, it's critical to

acknowledge that during times of crisis, customer behavior naturally shifts in ways that are required Consumers now need to modify their entire behavior since a number

of issues, including personal, economic, environmental, and related factors, have significantly altered and are impacting consumer behavior Nonetheless, the results show that during COVID-19, these two independent factors have an impact on customer behavior

Brand trust /^

Figure 2.3.4: Research model of Kimaro (2022)

Consumer behavior during Covid-19

2.3.5 Research of Reham Shawky Ebrahim (2019)

Reham Shawky Ebrahim's (2019) research examines the role of trust inunderstanding the impact of social media marketing on brand equity and brand loyalty.Through brand equity and brand trust, this study sought to investigate how social media marketing (SMM) affects brand loyalty The objective of the research is to address the gap in the literature and investigates the effects of social media marketing activities and consumer positivity behavioral responses with regard to the brand, specifically brand equity

The study gathered and analyzed data obtained from an online survey completed by 287 Egyptians who followed telecommunications businesses on social networks The study utilized AMOS version 18 and SPSS version 22.0 to test the hypothesis The findings showed that there are just three components to SMMactivities: trendiness, customization, and word-of-mouth These aspects of social media marketing have a direct impact on brand loyalty and an indirect impact on brand equity through brand trust

Brand image

Figure 2.3.5: Research model of Reham Shawky Ebrahim ’ s (2019)

2.3.6 Research ofWu, L., & Liu, z (2022)

The study conducted by Lanmcng Wu and Ziyang Liu (2022) investigates the influence of green marketing on brand trust, concentrating in particular on the role of brand image as a mediator and the moderating influence of greenwash

For the purpose of trying to better understand the impact of green marketing on brand image, this paper has included brand image as a mediation variable in the research model In addition, the paper considers that greenwashing is a crucial component in modifying the impact of green marketing on the brand, and it has been explored in the context of green marketing

In this study, a questionnaire survey was utilized to assess the model and hypothesis using the quantitative technique In total, the author has disseminated 500 social media surveys and gathered 415 genuine responses For testing its theoreticaland structural models, AMOS 23 and SPSS 24 are used

The outcome demonstrates that the variables have a strong correlation while thequestionnaire's design is extremely effective and reliable Furthermore, it finds that there arc two distinct ways in which the relationship between brand trust and green marketing differs: compulsion and spontaneity Furthermore, it is evident that brand image acts as a mediator between green marketing and brand trust, revealing the substantial negative regulatory function that greenwashing has in the industry

Green marketing

Figure 2.3.6: Research model of Lanmeng Wu and Ziyang Liu (2022)

(2018).

Marcin SwitaJa & et al (2018) researched the subject of the influence of brandawareness and brand image on brand equity - an empirical study of logistics service providers The study findings regarding Keller’s idea of brand equity are presented inthis article Examining the impact of brand equity on brand awareness and brandimage was the primary goal of the study The research team aimed to determine which force of influence has higher impact

Both primary and secondary sources of information served as the foundation forthe study A sample of 100 businesses who ordered logistics services participated inthe primary research This approach of obtaining data was followed by statistical analysis using structural equation modeling

There are positive but weak dependencies between brand awareness, brand image, and brand equity, according to the examination of routes in the structural equation model Differences in the degree of this impact are not statistically significant, according to the findings of bootstrap simulations used to determineconfidence ranges

Figure 2.3.7: Research model of Marcin Switala & et al (2018)

2.3.8 Research of Yu-Shan Chen (2009)

This article introduced four innovative constructs - green brand image, green satisfaction, green trust, and green brand equity - and investigated the positive correlations between green brand equity and its three catalysts: green brand image, green satisfaction, and green trust The focus of this research study centered on information and electronics products within the context of Taiwan

This research utilized an empirical approach through a questionnaire survey method The questionnaires were distributed randomly to individuals who had priorexperience purchasing information and electronics products A total of 650 questionnaires were distributed to sampled consumers for the study

The findings indicated a positive correlation between green brand image, green satisfaction, and green trust with green brand equity Moreover, the positive association between green brand image and green brand equity is, to some extent, influenced by the mediating factors of green satisfaction and green trust Consequently, allocating resources to boost green brand image, green satisfaction, and green trust isbeneficial for augmenting green brand equity

Figure 2.3.8: Research model of Yu-Shan Chen (2009)

2.3.9 Research of Minh-Tri Ha, Vo Thi Kim Ngan, Phuong N D Nguyen (2022)

This study investigates the influence of greenwashing on green brand equityand assesses the mediating roles of green brand image, green satisfaction, and green trust Additionally, it explores the moderating impact of information and knowledge,drawing insights from the legitimacy theory and signaling theory The data collectionspecifically targets Vietnamese consumers who have made electronic product purchases in Ho Chi Minh City, Vietnam This study employs a survey design based

on questionnaires to collect data from 445 respondents, utilizing a cluster random sampling technique

The results indicate that while there is no significant direct link between greenwash and green brand equity, possibly attributed to the halo effect, greenwash is negatively associated with green brand image, green satisfaction, and green trust These elements, in turn, positively impact green brand equity Essentially, green brand image, green satisfaction, and green trust serve as complete mediators in the correlation between greenwash and green brand equity Moreover, information andknowledge act as moderators in the relationship between greenwash and green brandequity, accentuating the unfavorable connection between them This study stands out

as the first to integrate green brand image, green satisfaction, and green trust asmediators, offering insights into distinct impact mechanisms within the greenwash-green brand equity relationship

Figure 2.3.9: Research model of Minh-Tri Ha, Vo Thi Kim Ngan, Phuong N D.

Nguyen (2022)

2.3.10 Research of Doni Purnama Alamsyaha*, Norfaridatul Akmaliah Othmanb and

Hayder Alhadey Ahmed Mohammedc (2020)

This study delves into the realm of customer behavior, with a primary focus on examining the interplay between green advertising, the perceived green brand image, and customers' environmental awareness concerning eco-friendly products The overarching goal is to comprehensively analyze how these factors collectivelyinfluence and shape purchase intentions in the context of environmentally consciousconsumer choices

This methodological approach allowed for a thorough examination and interpretation of the intricate relationships between various variables related to green advertising, perceived green brand image, customer environmental awareness, andtheir collective impact on purchase intentions The research was carried out via a survey involving 102 customers from supermarkets in Bandung City, all of whompossessed prior experience with eco-friendly products Customer data were gathered through a comprehensive questionnaire, subsequently tabulated and processed utilizing path analysis techniques facilitated by SmartPLS software

The research findings shed light on the significance attributed to green advertising by customers, underscoring its perceived importance in enhancingcustomers' awareness of environmentally friendly products Additionally, the study highlights a notable correlation, elucidating that heightened green awareness amongcustomers positively influences their purchasing intentions concerning eco-friendly

products In essence, the research underscores the intricate relationship between the effectiveness of green advertising, the resultant increase in customer green awareness, and the subsequent positive impact on their intentions to purchase environmentallyfriendly products.

Figure 2.3.10: Research model of Doni Purnama Alamsyaha*, Norfaridatul

Akmaliah othmanb and Hayder Alhadey Ahmed Mohammedc (2020)

2.4 Hypotheses and Research Model

2.4.1 Relationship between Sustainability Marketing and Responsible Sustainable Consumer Behavior

Customer behaviors toward marketing, especially green marketing, is often studied in many articles Joshi and Rahman (2015) discussed inconsistency in altitudeand actual purchase behaviour of green consumers and identified ‘environmentalconcern’ and ‘green product attributes’ as two major reasons for this inconsistency.Green marketing has been criticized for overexaggerating the environmental claims and for neglecting consumer behaviour (Gordon Ct al., 2011) This can be described asthe information asymmetry, which can lead to unbeneficial for both senders orreceivers of the information

Firms seeking to sell green products to a diverse group of consumers need to identify the factors influencing green purchase (He et al., 2015) Green purchase can

be predicted and influenced by self-interest, altruism, self accountability and even green packaging (Green and Pcloza, 2014) Green marketing is a subject of study due

to its innovation and significance in relation to the environment Kotler (2011) underscores the need for positive adjustments in marketing strategies for those engaged in green marketing, taking into account the evolving insights and opportunities emerging from the adoption of green marketing practices Given that earlier research overlooks the continual shifts in consumer behavior, it is apt to consolidate literature concerning green consumer behavior This necessitates a uniqueinvestigation specifically concentrating on how consumers interact with green

products The purchasing decisions of consumers regarding environmentally friendly products are influenced by various factors, leading to notable inconsistencies (Sharma, 2021).

Furthermore, within the framework of sustainability explored in this research, customer conduct revolves around their commitment to environmental and social responsibility Employing the signaling theory to address these issues, there is a gap between consumers and products, which could be filled with specific signals, and sustainability marketing can be characterized as a message that companies convey to their customers By engaging in sustainability marketing, companies anticipate a positive response from customers towards their eco-friendly products, as it signals the company's dedication to environmental and social responsibility aligning with customers' contemporary concerns Thus,

Hl: Sustainability Marketing has a positive impact on Responsible Sustainable

2.4.2 Relationship between Sustainability Marketing and Brand Image

Businesses that use sustainability practices can set themselves apart from rivals and obtain a competitive edge as customers grow more conscious of the environmental and social implications of the products they buy As to the findings of Mandina et al.(2014), engaging in corporate social responsibility initiatives may significantlyimprove a company's reputation

Attribution theory figured out that the relationship between corporate social responsibility initiatives and brand image can be explained by some internal and external factors A corporation may gain a lot from having a positive corporate image,including better customer loyalty, enhanced brand identification and recall, and a favorable reputation among rivals, artwork (E M Abd-El-Salam et al., 2013) In order

to gain an edge, corporations may build a favorable brand image and nurture positive customer attitudes by participating in corporate social responsibility initiatives Engage

in competition As a result, businesses seeking to increase their market share over thelong run need to create marketing plans that are both sustainable and in line withemerging market trends (Crittenden Ct al., 2011)

A research named "Sustainable Marketing and Brand Loyalty in the Traditional Fashion Market" was carried out in 2020 by Jung et al The performance of sustainable marketing initiatives in conventional fashion marketplaces is the main topic of the study The findings demonstrate the beneficial effects of sustainable operations on brand perception, customer happiness, and trust in conventional fashion marketplaces

The Jia et al (2023) study, which found that hotel brand image mediates the association between sustainable marketing and responsible sustainable consumerbehavior, supports this conclusion Furthermore, in contrast to earlier and upcoming research, the article "Green Marketing: Enhance Brand Image and Increase ConsumerPurchase Decisions" indicates that indirect green marketing, which uses brand image

as an intermediary variable, has a significant impact on consumers' decisions topurchase Ades mineral water This is because green marketing will not be used as a variable in this study In this study, we hypothesize that brand image will influencesustainable consumption behavior through sustainable marketing techniques Wepostulate the following based on the presumptions validated by the literature and the previously indicated research gaps:

H2: Sustainability Marketing has a positive impact on Brand Image

2.4.3 Relationship between Brand Image and Brand Trust

Empirical studies have demonstrated a direct correlation between brand trustand brand image (Liao et al., 2009) Brand image is identified as the primary factorinfluencing consumers’ trust in brands (Tan et al., 2011) The perception of a brand andthe trust associated with it are aspects of psychological sentiment, specifically the psychological endorsement of the brand's value, leading consumers to believe and embrace the essence of the brand image Consequently, the brand image can influencethe level of trust consumers place in the brand (Liao et al., 2009) The paper putsforward the following hypothesis

2.4.4 Relationship between Brand Image and Brand Equity

Mental imagery is described as a "symbolic process" grounded in stored experiences within associative memory related to objects and occurrences This process offers a " mental representation of meaning " (Paivio 1969) Typically,brand image is regarded as the collective impact of brand associations (e.g., Biel 1992)

or more precisely as the consumer's interpretations of the " tangible and intangible associations" linked to a brand (Engel, Blackwell, and Miniard 1993) Kapferer (1992) proposes that "the customer forms an image through a synthesis of all the signalsemitted by the brand " Roth (1994) highlights that the consumer's brand image results from the cumulative effects of the firm's marketing mix activities According to Kapferer, brand image arises from the consumer's decoding, extracting, and interpreting of the brand signals (or associations)

Scholars in marketing have indicated that brand image is a crucial component

of brand equity (e.g., Keller 1993) Krishnan (1996), using brands from the Landorsurvey, discovered that high-equity brands are more likely to possess more positive brand associations (brand image) than low-equity brands Additionally, Lassar, Mittal,and Sharma (1995) found that premium prices and higher brand equity were correlatedwith brands receiving higher image ratings In a similar vein, Kwon (1990) identified a positive brand image as more commonly associated with preferred brands compared tonon-preferred brands Thus,

2.4.5 Relationship between Sustainability Marketing and Brand Trust

Consumer trust in a brand is the belief in the brand's ability, stemming from theconsumer's trust in the product's ability to deliver on its value commitments This is based on the consumer's trust in the brand and is considered a brand that prioritizes consumer benefits (Puspaningrum, 2020)

When consumers trust a brand, their price sensitivity decreases relatively, which

is a crucial part of consumer brand loyalty (Mabkhot, Shaari & Md Salleh, 2017).Traditional marketing methods have had significant influences on consumer perception and reactions, specifically in brand loyalty, brand trust, brand engagement, brand attitude, and potentially other aspects (Pelsmacker., Geuens & Anckaert, 2002)

Hamid et al (2012) found that most consumers lack ecological awareness, leading to no change in purchasing green products This also makes them lessconcerned about the benefits of regular green products With the critical role of green energy, brand reputation can enrich brand trust in green marketing (Guo et al., 2017)

Based on Signaling theory, the advertising and communication strategies of a business can be seen as signals to communicate to customers about the sustainable values and goals that the business is pursuing For example, when a company declares that they use recycled materials to produce their products, this message is not only a commitment to environmental protection but also a signal to customers about theconcern for resources and the desire to reduce waste Emphasizing sustainable advertising and communication strategics can create a positive image of the company's commitment to environmental and social issues Meanwhile, Attribution theory helps

us understand how customers associate these messages with specific actions of thebusiness to achieve set goals Transparent reports on waste reduction processes orsustainability measures will provide information for customers From these sources of information, they can evaluate and decide to place their trust in the brand in general

and the business's specific sustainability commitments Therefore, the research groupproposes:

H5: Sustainability Marketing has a positive impact on Brand Trust.

2.4.6 Relationship between Sustainability Marketing and Brand Equity

The study by Nyilasy et al (2014) has demonstrated that green advertising significantly influences green brand loyalty, green brand assets, and the innovativeness

of the green brand The research indicates that effective green advertising will increase consumer trust in the brand's environmental commitment, leading to stronger loyaltyand higher brand value Understanding the impact of these green marketing factors on consumer behavior is crucial for organizations seeking to serve the increasingly environmentally conscious consumer segment

Based on Signaling and Attribution theories, in the context of sustainable marketing, when consumers perceive and connect a company's actions withsustainable values, they tend to attribute positive characteristics to the brand This not only creates a positive image of the brand in the minds of consumers but also enhancesbrand value The relationship between sustainable marketing and brand value can bedescribed as a positive interaction cycle When a business implements sustainable marketing strategies, they send positive signals, creating a strong impression in theminds of consumers Conversely, consumers, having recognized and connected withthese values, react positively to the brand's values, strengthening their commitmentand loyalty to the company's products or services

This effect creates a chain of positive reactions where consumers not only become loyal customers but can also become ambassadors for the brand They sharetheir positive experiences with the social community and may even become influentialfigures, helping to enhance the brand's reputation and influence This also opens up opportunities for businesses to continue expanding sustainable marketing strategiesand promoting positive social activities The positive impacts of a business on theenvironment and the community will continue to generate strong signals, affirming commitment, and creating uniqueness for the brand Therefore, the research groupproposes the hypothesis:

H6: Sustainability Marketing has a positive impact on Brand Equity.

2.4.7 Relationship between Brand Image and Responsible Sustainable Consumer Behavior

Many latest papers support the idea that brand image positively and significantly influences responsible and sustainable consumer behavior Consumer

psychology and marketing research have consistently shown the correlation of brand perception and consumer choice, especially under the aspect of sustainability.

Based on Signaling and Attribution theories, in the context of sustainable consumer behavior, when companies apply greening activities for their prosperity,consumers may be influenced A study by Auger et al (2008) conducted in the field of consumer behavior delved into the relationship between brand image and consumer behavior which is environmentally friendly consumption Findings suggest that ifconsumers perceive a brand to be environmentally conscious, they will be more likely

to act responsibly and sustainably Proving that the link between brand image andenvironmentally friendly behavior is attributed to consumers' trust and confidence inbrands that prioritize sustainability

Furthermore, this argument is supported by the idea that a positive brand image can promote corporate social responsibility (CSR) toward consumers Socially responsible and committed to ethical practices brands tend to appeal to consumers whofollow these core values Mohr et al (2001) has reinforced this relationship: positive correlation between CSR initiatives, positive brand perceptions, and consumer loyalty,consumption

Moreover, the concept ofbrand image influencing consumer behavior has alsobeen efficiently proved in the theory of planned behavior (Ajzen, 1991) and the elaboration likelihood model (Petty & Cacioppo, 1986) These theories concluded thatcustomers are more likely to have behaviors that are consistent with their attitudes andadditionally, a positive brand image is a key factor in forming attitudes toward choices,relate to responsibility and sustainability

H7: Brand Image has a positive impact on Responsible Sustainable Consumer

Behavior

2.4.8 Relationship between Brand Trust and Brand Equity

Extensive empirical research substantiates the agreement that brand trust plays

an essential part in shaping and enhancing brand equity Brand equity is defined as a multifaceted construct including brand awareness, perceived quality, brand associations, and brand loyalty (Aakcr, 1991), which is complexly linked to consumertrust He emphasizes the positive significance of trust in boosting brand associationsand building brand identity, which indirectly contributes to overall brand equity The foundation is well supported by numerous studies reinforcing the positive correlationbetween brand trust and various dimensions of brand equity (Yoo, & Donthu, 2001; Kim Ct al, 2003)

Based on Signaling theory, brand trust is a signal for brand equity, calling consumers to increase the brand equity Meaning that, we believe through the experience and loyalty of consumers, it shapes the premium value of a product with a recognizable name when compared to a generic equivalent themselves, not thecompany Yoo and Donlhu (2001) conducted a deep study in the context of brand equity, highlighting the pivotal role of brand trust in influencing loyalty and perceivedquality Their findings provide empirical support for the argument that trust is a key driven-factor of brand equity, influencing perceptions and attitudes of customers whenpurchasing a brand Similarly, in the automotive and technology sectors, research by Kim (2003) demonstrated the positive impact of brand trust on brand equity, emphasizing the significance of trust in shaping consumers' perceptions of a brand's overall value.

In essence, Hypothesis 8 highlights the integral role of brand trust incontributing positively to the multifaceted construct of brand equity

2.4.9 Relationship between Brand Trust and Responsible Sustainable Consumer Behavior

Strong empirical evidence supports the claim that brand trust has a beneficial impact on sustainable and responsible customer behavior Modern marketing research focuses on the link between brand trust and customer behavior aligned with sustainability Many studies show that when customers perceive a company to be trustworthy, they are more likely to act responsibly and sustainably

Signaling theory has pointed out the conclusion that the consumer could be

“greenier” in the case of observing and consuming the sustainable products that they are familiar and frequently purchased Pickett-Baker and Ozaki (2008) studied therelationship between brand trust and environmentally friendly customer behavior and concluded that brand trust increases consumers' willingness to use it to carry out sustainable activities Consumers' trust in a brand is closely related to their perception

of the brand's commitment to sustainable and ethical business practices, which is a reflection of Attribution factor, the sustainability of consumers can be impacted by brand trust This alignment with sustainability principles provides the foundation for responsible consumer behavior, including decisions that benefit the environment

Furthermore, research on the impact of brand trust on specific sustainable behaviors such as recycling habits and use of environmentally friendly products hasconsistently shown positive associations (Carrington Ct al, 2014; Ellen Ct al, 1991;

Walgren, 1991) These findings support the claim that brand trust is a catalyst forresponsible and sustainable customer behavior.

In short, Hypothesis 8 is supported by research findings from a variety of settings, confirming the critical role of brand trust in shaping consumers' commitment

to sustainability, thereby contributing to the emerging theme of responsible consumerbehavior

2.4.10 Relationship between Brand Equity and Responsible Sustainable Consumer Behavior

Many publications have shown that brand equity has a beneficial impact on sustainable and responsible customer behavior The contemporary marketing literature has extensively examined the link between brand equity and customer behaviorrelevant to sustainability

Brand equity is described as including variables such as brand awareness, perceived quality and brand loyalty Keller (1993) conducted a study on these variablesand found that these variables are important determinants of consumer decision making and extend to responsibility and reliability for purchasing habits Furthermore, the authors emphasize the importance of brand equity in developing a strong brand image, influencing customer perceptions, and increasing positive emotions toward the company When customers perceive a brand as having high equity, they are more likely to engage in activities that align with the company's principles, such assustainable and responsible consumption habits, which is in the case of SignalingTheory and Attribution Theory

Carrigan and Attalla (2001) studied the relationship between brand equity and ethical consumption behavior and concluded that brands with higher brand equity aremore likely to persuade customers to make informed decisions, more responsible and sustainable Furthermore, research on certain industries such as fashion (Kim & Ko,2012) shows that high brand equity interacts favorably with consumers' desire to adopt sustainable purchasing patterns, and ethical

In the end, H9 rests on solid theoretical foundations and is validated by a number of research findings from a broad range of situations, any of which point out the crucial function of brand equity in motivating and shaping responsible, sustainable consumer behavior

Behavior

2.4.11 Relationship between Sustainability Marketing, Trust and Responsible Sustainable Consumer Behavior

Brand Trust plays a vital role in the realm of environmentally friendly products(Kalafatis and Pollard, 1999) In the context of green products, brand trust can bedefined as the inclination to rely on a product, service, or brand, stemming from the belief or expectation grounded in its credibility, benevolence, and competence concerning its environmental and social performance (Yu-Shan Chen, 2010)

When brands gain trust from their customers, the latter’s sensitivity to pricesdiminishes, which constitutes a vital component of consumer brand loyalty (Mabkhot,Shaari & Md Salleh, 2017) Traditional marketing approaches have exerted substantial influence on how consumers perceive and respond, particularly in terms of brand loyalty, brand trust, brand engagement, brand attitude, and potentially other facets (Pelsmacker., Geuens & Anckaert, 2002) Hamid et al (2012) has studied that a majority of consumers lack ecological awareness, resulting in no shift towardspurchasing green products This also translates to reduced concern about the advantages of regular green products Given the pivotal role of green energy, the reputation of a brand can enhance trust in green marketing efforts (Guo et al., 2017)

According to the Attribution theory, consumers seek reasons to explain behavior, and trust in the brand can influence how they decide on the consciousnessand sustainability of consumer behavior If brand trust is considered a distinctivefactor, meaning the extent to which consumers believe a specific brand is unique anddifferent from other brands, this distinctiveness can affect how they comprehend andrespond to sustainability messages from that brand If the brand is perceived as unique

in implementing sustainable marketing strategies, consumers may question why the brand is regarded as distinctive in the sustainability field If trust in the brand is widelyshared and there is consensus within the consumer community, this can enhance its influence on the consensus of sustainable consumer behavior If many consumers believe that a brand is reliable and committed to sustainability, consumers may feel societal pressure or social endorsement when engaging in sustainable behaviors If trust in the brand is consistent, meaning the brand maintains its commitment tosustainability over time and does not change excessively, this can strengthen its influence on the consistency of sustainable consumer behavior Consistency in brandmessages and actions can create a stable and reliable impression, encouraging consumers to maintain their sustainable behaviors Thus,

HU: Brand Trust plays a mediating role between Sustainability' Marketing and

2.4.12 Relationship between Sustainability Marketing, Brand Image and Responsible Sustainable Consumer Behavior

Brand image is a manifestation of consumer perception towards a brand, playing a crucial role in integrating specific brand information and subsequentlyfostering positive emotions According to Pujari (2003) cited in Situmorang (2011), implementing green marketing positively impacts increasing sales, improving customer feedback, enhancing customer proximity, improving competitiveness, andenhancing the company's image When a company executes a sustainable marketing strategy, it often creates positive impressions on consumers Green marketing strategies can enhance the brand image by conveying messages about the company'scommitment to the environment, society, and social responsibility Consequently, thesemessages contribute to creating a positive brand image, making consumers feel more connected to the company and trusting in their commitments to sustainability

Brand image is identified as the key driver of brand equity, influencingconsumer perceptions and behaviors (Chovanová, Korshunov & Babcanová, 2015).For marketers, regardless of their marketing strategies, the primary purpose of theirmarketing activities is to influence consumer perceptions and altitudes towards a brand, build the brand image in the minds of consumers, and stimulate actual consumer purchasing behavior, thereby increasing sales, maximizing market share, and developing brand equity (Zhang, 2015) A positive brand image related tosustainability can have a powerful impact on responsible and sustainable consumerbehavior When consumers perceive a brand as a positive partner in terms of environmental and social concerns, they are likely to be highly interested in supporting and purchasing from that brand The brand image is not only about the product but also about the specific values and mission of the brand, including commitments to issues such as environmental protection, social justice, and corporate responsibility.Building a positive environmental brand image allows consumers to appreciate the brand's efforts in minimizing negative impacts on the environment, creating a mental connection between the brand and consumers who feel they contribute to a larger goal

by choosing to shop with that brand

According to signal theory, the gap between consumers and products contains certain signals For example, socially and environmentally responsible activities provide signals to consumers about an organization's efforts to minimize social and

ecological issues, shaping consumer attitudes towards more responsible choices forsociety and the environment Moreover, according to the attribution theory, consumerperception of a sustainable brand image is amplified through sustainable marketing activities, contributing to the exaggeration of their responsible and sustainable consumer behavior Thus,

HI 2: Brand Image plays a mediating role between Sustainability Marketing and

2.4.13 Relationship between Brand Equity, Sustainability Marketing and Responsible Sustainable Consumer Behavior

As Aaker and Biel (1993) asserted, brand equity extends beyond the tangible assets associated with manufacturing or providing a brand, encompassing its value,often defined in economic terms Brand equity is intrinsically linked to the brandimage held by consumers (Aaker and Biel, 1993) Sustainable marketing goes beyondcreating environmentally and socially beneficial products; it is intricately tied to how a brand is built and the value it instills in the minds of consumers When sustainable marketing focuses on conveying a company's values and commitments to the environment and society through products and promotional strategies, it creates a connection between consumers and the brand This connection becomes apparent when a company produces green products and implements sustainable marketing strategies, emphasizing their use of recycled materials, waste reduction, and support for environmental and community projects

Certain campaigns play a pivotal role in increasing consumer awareness, cultivating a willingness among consumers to allocate a greater share of theirexpenditures towards eco-friendly products (Garcia-Gallego and Georgantzis, 2011).Additionally, Ottman (1999) argues that the development of ecologically sound products and manufacturing processes not only enhances brand and corporate imagesbut also reduces costs, creating opportunities to explore new markets catering to consumers' desires for maintaining a high quality of life Brands actively engage ineco-friendly practices and effectively communicate these efforts through campaigns not only enhance their image but also gain a competitive edge in the market Whenconsumers perceive a brand as socially responsible and committed to sustainability, itstrengthens their emotional connection to the brand, influencing their purchasingdecisions as they are more likely to choose products aligning with their ethical and environmental values