A Study on Consumer Perception on Sustainable Brands

The growing emphasis on environmental responsibility has significantly influenced consumer attitudes toward sustainable brands. This study examines consumer perception of sustainable brands, focusing on awareness levels, emotional engagement, purchase intentions, and brand loyalty. It explores how sustainability initiatives shape brand credibility, appeal, and consumer trust, while also identifying barriers such as price sensitivity, information gaps, and skepticism toward green claims. Using primary data collected from consumers, the research analyzes the relationship between sustainability communication and consumer decision making. The findings reveal that although consumers increasingly value sustainability and associate it with ethical and responsible branding, the translation of positive perception into actual purchase behavior remains inconsistent. The study highlights the need for transparent communication, affordability, and authentic sustainability efforts to strengthen consumer engagement and long term loyalty toward sustainable brands. Ms. Ghazala Ferheen | Dr. (Prof) T. K Srinath "A Study on Consumer Perception on Sustainable Brands" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-10 | Issue-1 , February 2026, URL: https://www.ijtsrd.com/papers/ijtsrd100130.pdf Paper URL: https://www.ijtsrd.com/other-scientific-research-area/other/100130/a-study-on-consumer-perception-on-sustainable-brands/ms-ghazala-ferheen