How Sustainability Claims Affect Consumer Purchase Intentions

Abstract

This paper investigates how sustainability claims—statements by brands about ethical, environmental, or social practices—affect consumer purchase intentions. Through comprehensive literature review and a quantitative survey of 300 Indian urban consumers, the study finds that credible sustainability claims positively influence trust, brand perception, and willingness to buy. However, green-washing and vague messaging can result in skepticism and reduce effectiveness. The findings underscore the importance of authenticity, third-party certification, and demographic targeting for successful sustainability messaging.