Sustainability Marketing and Communication

In recent years, sustainability has evolved from a peripheral topic into a central component of corporate strategies. Companies and brands are increasingly confronted with expectations to assume ecological and social responsibility and to communicate this credibly. Sustainability marketing and communication play a key role in this context, as they form the interface between a company’s sustainability commitment, brand management, and consumers’ perceptions.

Within brand and marketing communication, sustainability aspects are conveyed through various channels, formats, and narratives. The aim is to position sustainability as a relevant element of brand identity and to generate positive effects on brand image, trust, and consumer loyalty. At the same time, the challenge is to design sustainability communication in a way that is perceived as credible, consistent, and transparent and that does not raise suspicions of greenwashing.

Despite its high practical relevance, the mechanisms through which sustainable marketing and communication measures work are still only partially understood. From a consumer psychology perspective in particular, several key research questions arise:

• How do consumers perceive and process sustainability marketing and communication messages?
• Which design features promote credibility, trust, and acceptance of sustainable brand communication?
• How does sustainability communication influence attitudes, purchase decisions, and long-term brand loyalty?
• Under what conditions does sustainability communication lead to skepticism or perceptions of greenwashing?