Leveraging Computational Models to Influence Sustainable Consumer Behavior: Strategies from Conscientious Brands

Abstract

Purpose: The primary objective of this research is to thoroughly examine and evaluate the many tactics used by ethical brands to sway sustainable customer behaviour. The study's primary goal is to understand how marketing, product innovation, and technology support sustainable consumption habits. To address the issues of green washing and consumer scepticism, the study attempts to provide brand managers and strategists with insights into best practices for coordinating consumer behaviour with sustainability goals.

Methodology: Using a systematic literature review (SLR) technique, this study draws on industry reports, case studies from top ethical brands, and peer-reviewed scholarly journals. Using search criteria associated with "sustainable consumer behaviour," "ethical brands," "green marketing," and "consumer decision-making theories," pertinent literature was found. The results were combined to identify common brand strategies for influencing environmentally conscious consumption, emphasising product design, packaging innovations, marketing techniques, and cutting-edge technology like blockchain and artificial intelligence to increase transparency.

Findings: The assessment focuses on several tactics ethical firms use to promote sustainable consumer behaviour, such as eco-friendly product design, transparency programs, green marketing, and cooperative consumption models. Customer views are primarily shaped by education and awareness initiatives, but technology-driven solutions like blockchain and artificial intelligence (AI) increase transparency and foster customer trust. Nonetheless, issues like greenwashing and balancing sustainability and profitability remain significant. According to the survey, one promising area for future development is the growing trend of customised sustainability messages made possible by data analytics.

Relevance: For marketers, brand strategists, and corporate decision-makers looking to incorporate sustainability into their business models, this data is very pertinent. Connecting theoretical models of consumer behaviour with real-world brand tactics advances the scholarly conversation on sustainable consumption. It also responds to the increasing need for authenticity and brand transparency, which is becoming increasingly critical in consumers' decision-making.

Practical Implications: The report provides brand managers and marketers relevant insights into developing sustainability-focused strategies. It highlights the necessity of striking a balance between environmental objectives and financial success, the potential of technology to improve consumer engagement, and the significance of communication clarity in addressing greenwashing issues. Companies can obtain a competitive edge and increase enduring brand loyalty if they successfully match their operations with customer expectations for sustainability.