Evaluating the Influence of Ethical and Sustainable Brand Narratives on Brand Loyalty

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Published: Aug 1, 2025
DOI: https://doi.org/10.29070/cnx1sm94
Keywords:
Ethical Branding, Sustainable Brand Narratives, Brand Loyalty, Consumer Trust, Ethical Sensitivity, Ethical Marketing, Value-Driven Branding, Consumer Behavior

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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

This research examines how ethical and sustainable brand narratives affect brand loyalty, taking into account the moderating effects of consumer ethical sensitivity as well as the mediating function of consumer trust. In the current consumer environment, where social responsibility, transparency, and equity have a big impact on brand image and loyalty, the introduction emphasizes the rising significance of value-driven branding. The literature study points out a weakness in the current body of research, which often looks at sustainable and ethical branding separately and ignores important psychological and individual-level elements like trust and ethical sensitivity. The study uses a quantitative, cross-sectional research approach and suggests an integrated conceptual framework to overcome these constraints. A structured questionnaire evaluating five constructs—consumer trust, consumer ethical sensitivity, sustainable brand narratives, and brand loyalty—was used to gather data from a sample of 384 consumers. The findings, which were examined using structural equation modelling, show that although sustainable brand narratives have a little but noteworthy influence on brand loyalty, ethical brand narratives had a considerable positive impact. The link between ethical narratives and loyalty is slightly mediated by customer trust, but it is strongly moderated by consumer ethical sensitivity, which increases loyalty among ethically sensitive consumers. For companies looking to develop enduring customer loyalty via genuine, moral, and sustainable communication tactics, these results provide theoretical understanding and practical ramifications.

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Vol. 20 No. 2 (2025): International Journal of Information Technology and Management (IJITM)

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