TRANSPARENCY IN SUSTAINABILITY MARKETING: EFFECTS ON CONSUMER TRUST AND PURCHASE INTENT.
DOI:
https://doi.org/10.48047/ne7dst34Keywords:
.Abstract
Transparency in sustainability marketing is key to building consumer trust and driving
sustainable purchases. This study examines how factors like environmental awareness, personal
values, and social influence shape consumer behavior, with a focus on demographic differences.
Findings show young, female students with moderate incomes favor sustainable products, driven
by social media and health benefits, while packaging information has limited impact. Transparent
labeling and clear communication about sustainability practices strongly influence purchase
intent. The research highlights barriers, motivations, and price sensitivity, offering businesses
insights to align strategies with consumer values and promote sustainable consumption
effectively
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