Building Consumer Trust through Ethical and Sustainable Brand Narratives: An Empirical Study

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Published: Feb 1, 2025
DOI: https://doi.org/10.29070/n9y11648
Keywords:
Consumer Trust, Ethical Brand Narratives, Sustainable Branding, Perceived Brand Authenticity, Consumer Ethical Sensitivity, Brand Loyalty, Narrative Marketing

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Authors

Sehar Nab

Research Scholar, Department of Commerce and Management, Banasthali vidyapith, Rajasthan

Dr. Faran Izhar

Adjunct Faculty, Amity, Dubai

Dr. Nishtha Pareek

Associate Professor, Banasthali Vidyapith, Rajasthan

Abstract

In this study, the impact of sustainable and ethical brand narratives on consumer trust is examined, with particular attention paid to the moderating influence of consumer ethical sensitivity and the mediating function of perceived brand authenticity. Understanding how narrative-driven communication strategies impact trust has become crucial as consumers look for brands that share their values. With 384 respondents, a quantitative, cross-sectional survey was carried out. Structural Equation Modelling (SEM) via AMOS was used to analyse the data. The results show that consumer trust is greatly enhanced by brand narratives that are both sustainable and ethical. Furthermore, the relationship between ethical brand narratives and trust was found to be partially mediated by perceived brand authenticity, suggesting that authenticity is crucial for the development of trust. Furthermore, the study demonstrates that consumers with high levels of ethical sensitivity react more favourably to value-based communication, thereby moderating the impact of ethical narratives on trust. These findings add to the literature on branding and marketing by emphasising how crucial ethics and genuineness are to gaining the trust of customers. The study has useful ramifications for marketers who want to use honest and ethical storytelling to build stronger relationships with their customers.

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Vol. 20 No. 1 (2025): International Journal of Information Technology and Management (IJITM)

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