What makes a brand "sustainable" in the eyes of young consumers?

Abstract

This study develops a conceptual framework to understand how young people perceive sustainability in branding from cultural, symbolic, and trust perspectives. It demonstrates how cultural identification, emotional involvement, and authenticity shape young consumers' perceptions of sustainable brands, in contrast to traditional financial and marketing studies that primarily focus on behavioral or rational factors. Using a qualitative approach, the study develops a series of theoretical propositions grounded in Consumer Culture Theory, Signaling Theory, Brand Authenticity Theory, and Symbolic Interactionism. According to the proposed framework, perceptions of sustainability are influenced by cultural norms and symbolic meanings, while credibility and authenticity foster trust and long-term consumer engagement. The study makes both theoretical and practical contributions by expanding the understanding of branding and consumer behavior beyond cognitive models and providing guidance for marketers, organizations, and policymakers seeking to develop sustainable branding strategies that resonate with young consumers.