Light and Dark Sides of Sustainability Image: Consumer Perceptions of Brand Ethics

Abstract

Despite the growing body of academic literature addressing sustainability and brand image, most existing studies pay limited attention to the ethical dimension underlying consumers’ perceptions of sustainable brands. In an era where consumers increasingly scrutinise not only what brands claim but how ethically they act, understanding this gap becomes critical. This study aims to synthesize and analyse recent academic research on sustainable marketing in order to understand how a brand’s sustainability image influences consumers’ ethical perceptions. A qualitative research approach was adopted, based on the systematic analysis of recent peer-reviewed academic articles and relevant publications in this field. The findings reveal that emerging marketing trends, require brands to move beyond symbolic sustainability claims and create value through authentic and ethical practices. The results highlight that consumer highly associate sustainability with trust and transparency. In conclusion, sustainability should not be perceived as a temporary marketing trend, but rather as a core strategic orientation that demands alignment between organizational discourse and actual practices. Such consistency is essential to create a long-term consumer loyalty in increasingly conscious markets. Therefore, this study provides valuable insights for marketing practitioners, corporate strategists, and academic researchers seeking to align sustainability claims with ethical consumer expectations.