Customer sustainability perception: a scale development study for food products

Purpose With increasing consumer awareness about sustainability, there is a notable shift towards sustainable consumption. This study investigates branded food products and consumer perceptions of sustainability in India, aiming to understand how consumers perceive sustainability. The research proposes and validates the customer sustainability perception (CSP) scale, which includes four dimensions: marketing communication, experiential dimension, product attributes and social media information. Design/methodology/approach Employing rigorous data analysis techniques, the study uses exploratory factor analysis (EFA) to uncover latent factors and confirmatory factor analysis (CFA) to validate the structure and reliability of the CSP scale across two samples. These methods ensure the robustness and reliability of the proposed framework. Findings The findings validate the CSP scale, revealing that consumer perceptions of sustainability are influenced by marketing communication, product attributes, experiential dimensions and social media information. The empirical validation of the CSP framework offers practical insights for businesses to enhance their sustainability strategies and effectively communicate with environmentally conscious consumers. Practical implications Businesses can leverage these insights to enhance their sustainability strategies and communicate eco-friendly initiatives effectively. This robust foundation supports future studies and practical applications in sustainable marketing. Originality/value This research advances theoretical understanding by integrating diverse dimensions of consumer perceptions into a cohesive framework. The CSP scale provides a comprehensive tool for measuring consumer sustainability perceptions and elucidates the interrelationships between various factors influencing consumer behaviour.