What Makes a Brand “Sustainable” in the Eyes of Young Consumers?

Abstract

The paper presents a conceptual framework for understanding how youths view sustainability in branding on cultural, symbolic, and trust-based grounds. This study shows that cultural identification, emotional engagement, and authenticity influence young customers’ perceptions of sustainable businesses, unlike traditional financial and marketing papers that rely on behavioral and rational considerations. The study draws on qualitative insights to interpret a series of theoretical propositions grounded in Consumer Culture Theory, Signaling Theory, Brand Authenticity, and Symbolic Interactionism. This framework indicates that sustainability perceptions are shaped by cultural norms and symbolic interpretations, while perceived credibility and authenticity foster trust and sustained consumer engagement. Theoretical and practical contributions expand the scope of existing knowledge of branding and consumer behavior and offer suggestions to institutions, marketers, and legislators seeking to design long-term strategies popular with young people.