Sustainable Branding Strategies for GenZ: Exploring the impact of Sustainability, Ethical Values, and Transparency on brand loyalty
Investigate the impact of sustainability, ethical values and transparency on brand loyalty, and specifically the effect that these changes have on consumers from generation Z
The study aims to fulfil several key objectives: first, to gauge the baseline brand loyalty of Generation Z participants; second, to experimentally manipulate and analyse changes in sustainability practices, ethical values, and transparency within luxury brands; third, to determine the extent to which these changes influence brand loyalty; and fourth, to elucidate the qualitative insights that further expound on the relationship between the examined variables. Finally, the results of this study will provide valuable guidance for luxury brands who wish to align their values with this very powerful consumer demographic and enhance their branding strategy.”Details of the research process: All of the data will be collected through a questionnaire. It will start by measuring the baseline brand loyalty that participant consumers have, and with follow up questions and scenarios will measure how that loyalty changes. Multiple regression is the preferred method for statistical analysis as I want to examine the effect all three variables have on brand loyalty as well as the effect of each on the independent variable.
