Sustainable Business Practices: A Study of Their Influence on Consumer Trust and Brand Loyalty

Abstract

Sustainable business practices have emerged as a crucial determinant in fostering consumer trust and enhancing brand loyalty. This research examines how companies that integrate environmental, social, and governance (ESG) factors into their operations influence consumer perceptions and loyalty. A mixed-method approach, combining qualitative interviews and quantitative surveys, was used to assess the impact of sustainable initiatives on consumer behavior. The findings reveal that transparency in sustainability efforts, coupled with authentic communication, significantly boosts consumer trust. Furthermore, consumers demonstrated stronger brand loyalty to businesses perceived as genuinely committed to sustainability. This study underscores the importance of embedding sustainable practices into core business strategies to achieve long-term competitive advantage. The implications of this research extend to marketers and policymakers aiming to promote sustainable consumption and production patterns.