Mai, L.W. and Shabani, Alda 2025. Analyzing Customer Perceptions of Brands Committed to SDG Implementation. 2025 AMS World Marketing Congress. Dijon, France 01 - 04 Jul 2025 Academy of Marketing Science.
| Title | Analyzing Customer Perceptions of Brands Committed to SDG Implementation |
|---|---|
| Authors | Mai, L.W. and Shabani, Alda |
| Type | Conference paper |
| Abstract | This study explores customer perceptions of brands that implement Sustainable Development Goals (SDGs), examining the impact of SDGs on brand perception, purchase intention, brand reputation, brand attitude, and brand preference. It aims to highlight the gap in research on customer perceptions of SDGs and explore how these goals serve as new tools in marketing. The study employed a quantitative method. Primary data were collected through an online survey, and correlation analysis was used to determine the relationship between variables. The study found that customers with knowledge of a brand’s SDG initiatives exhibited positive perceptions of that brand. Implementing SDGs contributed to perceived benefits such as enhanced quality of life, improved work environments, education, environmentally friendly practices, and climate change mitigation efforts. Brands that actively promote SDGs gain greater brand trust and increased purchase intention as customers experience personal satisfaction from supporting causes they value. Limitations of this study include the restricted scope of SDG applications and a reliance on self-reported data. Future research should examine the longitudinal effects of SDG implementation on consumer behavior across diverse demographics. Brands adopting SDGs can strengthen brand trust and customer loyalty by aligning with customers' values on social and environmental issues. SDGs can effectively serve as marketing tools that drive consumer preference and differentiate brands in competitive markets. This study contributes to limited research on the effects of SDG implementation on consumer perceptions, offering insights into how SDGs influence brand perception, trust, and purchase intentions, thereby positioning SDGs as a significant factor in sustainable marketing strategies. |
| Keywords | SDG, Brand Perception, Consumer Behaviour, Marketing Communications, Brand Attitudes |
| Year | 2025 |
| Conference | 2025 AMS World Marketing Congress |
| Publisher | Academy of Marketing Science |
| Accepted author manuscript | File Access Level Open (open metadata and files) |
| Publication dates | |
| Published | 01 Jul 2025 |