Jana Galera Matúšová, Katarína Načiniaková: CONSUMER ATTITUDES TOWARDS BRANDS IN THE CONTEXT OF SUSTAINABILITY
Review Paper
Jana Galera Matúšová, University of Ss. Cyril and Methodius in Trnava, Slovakia
Katarína Načiniaková, University of Ss. Cyril and Methodius in Trnava, Slovakia
DOI: https://doi.org/10.59014/PYCM3332
Keywords:
brand, gen Z, marketing communication, purchasing desicions, sustainability
Abstract
This paper investigates consumer attitudes toward brand sustainability with a specific
focus on the values and purchasing behaviors of Generation Z. With sustainability
emerging as a key factor influencing consumer choices, the study seeks to explore
the intersection between brand commitment to environmental and social responsibility
and consumer expectations. The purpose of this research is to understand
how sustainability shapes consumer preferences and informs marketing strategies,
particularly for eco-conscious brands.
Methodologically, the study employs secondary research to analyze existing data on
brand sustainability perceptions, purchasing attitudes, and ethical consumerism. It
further investigates the generational shift in sustainability priorities and its implications
for brand communication and positioning. This approach provides insights
into the alignment between consumer values and brand strategies in the context of
growing environmental awareness and sustainability demands.
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