Sustainable Marketing And Brand Purpose: Exploring The Perceptions Of Environmentally Conscious Consumers Toward Purchase Intention In Indonesia

Abstract

The increasing awareness of environmental issues has encouraged companies to adopt sustainable marketing and purpose-driven branding to attract environmentally conscious consumers. This study aims to explore how consumers in Indonesia interpret sustainable marketing and brand purpose in shaping their purchase intention. A qualitative phenomenological approach was employed involving 15–20 participants selected through purposive sampling based on their experience with eco-friendly products and sustainability-related issues. Data were collected through semi-structured in-depth interviews and analyzed using thematic analysis. The findings indicate that consumers perceive sustainable marketing and brand purpose as representations of corporate ethics, environmental responsibility, and brand authenticity. Five major themes emerged: sustainability as moral responsibility, skepticism toward greenwashing, emotional connection through brand purpose, authenticity and consumer trust, and sustainability-driven purchase intention. Among these themes, authenticity was identified as the most influential factor affecting consumer trust and purchasing decisions. Consumers showed stronger purchase intention toward brands perceived as transparent, consistent, and genuinely committed to sustainability values. This study contributes to sustainable marketing and ethical consumption literature by providing interpretive insights into consumers’ perceptions and experiences within sustainability-oriented markets.