Sustainability and Social Responsibility

Towards Sustainability: A Win-Win Position for Brands and Consumers?

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Abstract

This study investigated the roles of environmental consciousness (EC), brand influence (BI), and economic distress (ED) as key factors influencing green purchase intention (GPI). Furthermore, this study examined whether GPI drives green purchase behavior (GPB) and contributes to green brand loyalty (GBL). Beyond the behavioral and market dynamics, this research examined the psychological rewards of sustainable consumption as consumers become more aware of the environmental impact of their purchasing decisions. Specifically, this study investigated consumers’ mental health benefits (MHB) for engaging in sustainable consumption. By integrating these dimensions, this study presented a win-win position for both brands and consumers; GBL as a significant advantage for brands and MHB as psychological well-being for consumers. The findings of this study contribute to the growing body of literature on sustainability by addressing both market-driven and individual-level outcomes of GPB.

Keywords: Sustainability, Brand Influence, Economic Distress, Brand Loyalty, Mental Health

How to Cite:

Mim, K. & Jai, T. (., (2025) “Towards Sustainability: A Win-Win Position for Brands and Consumers?”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18814