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  • Thumbnail for A Brand New World – The Effect of Brand Equity on the Purchase Intent of Consumers who are Willing to buy from Companies with a Demonstrated Commitment to Sustainability
    A Brand New World – The Effect of Brand Equity on the Purchase Intent of Consumers who are Willing to buy from Companies with a Demonstrated Commitment to Sustainability by Khatri, Niyanta

    The emergence of a corporate culture of investments in sustainability has presented many opportunities and challenges in understanding consumer behavior. In a world of choices, the reasons consumers purchase one product over another can be driven by a multitude of factors. One central tenet affecting the environmentally conscious consumers’ Purchase Intent (PI) towards a company that may or may not demonstrate the same environmental ideas as them lies in the company’s Brand Equity. The assumption is that strong relationships between consumers and the brand equity they place on companies help create stronger, more favorable brand associations, improving brand preference and consequently influencing levels of consumer acceptance. So even though, there is a growing evidence that consumers’ PI are highly correlated with companies that demonstrate a sustainability component, by integrating the literature on Brand Equity and Brand Preferences, this paper hopes to investigate how then does Brand Equity affect consumers’ PI towards companies with a demonstrated commitment to sustainability?