MPACT OF SUSTAINABLE MARKETING ON CONSUMER BEHAVIOR AND BRAND EQUITY ACT AS A MEDIATOR

Abstract

The purpose of current study is to show the impact of sustainable marketing on consumer behavior. Moreover, brand equity acts as a mediator between sustainable marketing and consumer behavior. Marketing has become a significant aspect for the prosperity of an organization, because the success of any organization depends on the sustainability of the organization by using several marketing techniques to compete with alternatives nowadays. In other words, Marketing Services taken as a resource to propagate and support the sustainable thinking view (Fisk 2001). There are three possible ways to achieve the sustainable Marketing; Green Marketing, corporate social responsibility and Social Marketing (Gordon et al., 2011). The problem in hand is the determination of the impact of sustainable marketing on consumer behaviors. This is done with the help of primary and secondary research as well. The main reason of taking it as a problem statement is that the current issue is gaining much importance day by day, but the research and exploration performed on current topic is very limited or rare. Moreover, the focus of current study is on brand equity. Furthermore, brand equity also play an important role to enhance the consumer behavior. The problem in hand is the determination of the impact of sustainable marketing on consumer behaviors. This is done with the help of primary and secondary research as well. The main reason of taking it as a problem statement is that the current issue is gaining much importance day by day, but the research and exploration performed on current topic is very limited or rare. Given the sustainability importance, the Sustainable Marketing research that is related to branding brought a meaningful contribution to comprehend the behavior of consumer for current study. Here, sustainable marketing is independent variable brand equity is mediator and consumer behavior is dependent variable. SPSS version 19 is used to prepare the data file, data screening and hypothesis testing. For preliminary data screening, missing value analysis, aberrant value analysis, normality analysis and Bi-variate correlation were performed in SPSS. Further, principal component analysis, regression analysis and mediation analysis through regression were also performed to measure the model of every construct and to prove the entire hypotheses. The findings of the study demonstrate that there is a positive and significant relationship between sustainable marketing and consumer behavior. With the increase in sustainable marketing, consumer behavior gets increase. Moreover, this relationship becomes stronger in the presence of brand equity as a mediator. Brand equity gets increase due to the increase in sustainable marketing 4 and it leads towards the increase in behavior of the consumers to purchase the products on Unilever, Pakistan.