Aligning Brand Association, Awareness, and Image with Sustainable Consumer Perceptions in the Telecommunications Sector: a Contribution to SDGs

Objective: This study investigates how association with the brand, image of the brand, and awareness of a brand influence what consumers think of PT XX's products and services in the light of environmentally friendly consumption behaviors. It tries to study how these brand components drive consumer perceptions and help the overall sustainability goals in the telecoms industry. Theoretical Framework: Grounded in branding theories, this research integrates the concepts of association with the brand, image of the brand, and awareness of a brand with sustainability perspectives, highlighting their role in shaping responsible consumption behaviors and supporting Sustainable Development Goals, particularly those related to responsible consumption and production (SDG 12) and industry innovation (SDG 9). Method: A quantitative approach using Partial Least Squares-Structural Equation Modeling (PLS-SEM) was employed. Data were gathered through surveys from 150 PT XX customers, assessing their perceptions of brand elements, perceived quality, and the alignment of brand values with sustainability goals. Results and Discussion: The findings reveal that while brand awareness introduces the brand to consumers, association with the brand and image of the brand, have a stronger influence on perceived quality and sustainable consumption choices. This underscores the importance of creating positive brand associations that align with sustainability values. The study also highlights limitations, including sample size and industry-specific focus. Research Implications: The results offer strategic insights for ICT companies to align branding strategies with sustainability goals, emphasizing quality, innovation, and responsible consumption. This can enhance consumer trust, loyalty, and contribute to the achievement of relevant SDGs. Originality/Value: This research contributes to the literature by providing empirical evidence on how brand elements influence perceived quality in a sustainable context. It offers practical strategies for businesses in the ICT sector to foster sustainable consumer behavior and promote progress toward the SDGs.