Sustainable marketing practices are now a key driver of brand trust in modern retail businesses, according to a 2026 study by Menhard from STIE Mahaputra Riau, Indonesia. The research, conducted in Pekanbaru, highlights how environmental responsibility, transparency, ethics, and social commitment directly influence how consumers trust retail brands—an insight that is increasingly critical in today’s competitive market.
Retail competition has shifted beyond price and product quality. Consumers are now paying closer attention to how businesses operate, especially in terms of environmental impact, ethical conduct, and social responsibility. This shift has pushed companies to adopt sustainability not just as a value, but as a strategic tool to build long-term relationships with customers.
How the Study Was Conducted
The study surveyed 120 retail consumers in Pekanbaru who had recently shopped in modern retail stores. Respondents answered structured questionnaires measuring their perceptions of sustainability practices and trust in brands. The data were then analyzed statistically to identify relationships between these factors.
The research examined four key dimensions of sustainable marketing:
- Environmental awareness
- Information transparency
- Marketing ethics
- Corporate social responsibility
Key Findings
The results clearly show that sustainable marketing significantly strengthens brand trust. Key highlights include:
- Sustainable marketing explains 55.1% of consumer trust in retail brands
- Information transparency is the strongest factor influencing trust
- Environmental responsibility significantly boosts brand credibility
- Ethical marketing reinforces perceptions of honesty and fairness
- Social responsibility enhances emotional connection with consumers
Consumers are more likely to trust brands that consistently demonstrate responsibility and openness. Transparency, in particular, reduces skepticism and builds confidence in sustainability claims.
Why It Matters
The study confirms that brand trust is no longer built solely on product performance or pricing. Instead, consumers evaluate brands based on long-term values and responsible behavior.
Menhard from STIE Mahaputra Riau explains that sustainable practices act as a “signal of credibility,” helping consumers feel confident about a brand’s integrity and reliability.
For businesses, this means sustainability is no longer optional. It has become a strategic foundation for:
- Building customer loyalty
- Strengthening brand reputation
- Maintaining competitiveness in a crowded market
Impact for Industry and Society
The findings offer practical guidance for retail companies:
- Adopt transparent communication about products and sustainability efforts
- Implement ethical marketing practices consistently
- Strengthen environmental and social initiatives
- Align business values with consumer expectations
For consumers, the study reinforces the growing power of responsible consumption in shaping business behavior.
Author Profile
Menhard- STIE Mahaputra Riau, Indonesia
Source
Title: Sustainable Marketing Practices and Brand Trust in Contemporary Retail Businesses
Journal: International Journal of Business and Applied Economics (IJBAE)
Year: 2026
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