Authors : Yasmein Avijero; Henderson Macarilay; Jaypee Fernan Ramirez

Volume/Issue : Volume 10 - 2025, Issue 10 - October

Google Scholar : https://tinyurl.com/yxmavrzv

Scribd : https://tinyurl.com/3pvjhcbc

DOI : https://doi.org/10.38124/ijisrt/25oct1291

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Abstract : This research explored consumer perspectives on brand sustainability within the context of online digital advertising. As sustainability becomes increasingly vital to brand positioning, understanding how consumers perceive and respond to sustainability claims is critical. The study adopted a qualitative methodology, using thematic analysis of consumer responses to uncover attitudes, motivations, and potential skepticism toward brand sustainability efforts. Key findings revealed that while consumers express support for sustainable brands, they are also wary on transparency and authenticity. Online digital advertising serves as a double-edged sword capable of informing and engaging, yet also raising doubts about credibility. The study contributed to marketing and sustainability literature by highlighting the importance of trust, clarity, and value alignment in communicating sustainability through digital platforms.

Keywords : Sustainable Branding, Consumer Perception, Online Digital Advertising, Transparency, Brand Trust, Marketing Communication.

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