Paper Title
CONSUMER ATTITUDES TOWARDS ETHICAL BRANDING
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Registration ID: IJNRD_307508
Published ID: IJNRD2506122
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Keywords
Green marketing, Corporate social responsibility (CSR), Consumer attitudes, Sustainability, Brand Loyalty, and Ethical branding.
Abstract
As companies increasingly embrace sustainable and socially conscious activities, consumer perceptions of ethical branding have drawn a lot of attention recently. This study examines the variables that affect consumers' attitudes and actions toward items with ethical labels, with a particular emphasis on aspects like fair trade, environmental sustainability, corporate social responsibility (CSR), and animal welfare. The study uses a mixed-methods approach, integrating qualitative insights and survey data, to investigate the effects of ethical branding on brand loyalty, purchase intentions, and willingness to pay more. Although price sensitivity and skepticism about greenwashing continue to be obstacles, research shows that consumers who have a strong environmental and social conscience are more willing to support ethical brands. Additionally, the study emphasizes demographic differences, with younger generations. Compared to prior generations, millennials and Gen Z are demonstrating a stronger desire for ethical branding. While practical implications offer techniques for firms to improve transparency, communicate authenticity, and match with customer values in order to sustain long-term involvement, theoretical contributions include an expanded framework for understanding ethical consumption. This study provides insights for marketers looking to use sustainability as a competitive advantage and emphasizes the growing significance of ethical branding in influencing consumer behavior.
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How To Cite (APA)
Dr. A.KAVINILA (June-2025). CONSUMER ATTITUDES TOWARDS ETHICAL BRANDING . INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 10(6), b144-b147. https://ijnrd.org/papers/IJNRD2506122.pdf
Issue
Volume 10 Issue 6, June-2025
Pages : b144-b147
Other Publication Details
Paper Reg. ID: IJNRD_307508
Published Paper Id: IJNRD2506122
Research Area: Science and Technology
Author Type: Indian Author
Country: -, -, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2506122.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2506122
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