A STUDY ON THE IMPACT OF SUSTAINABLE BRANDING ON MILLENNIALS’ BUYING BEHAVIOR

This paper investigates how millennials' purchasing behavior is influenced by brands adopting sustainable practices.Millennials, known for their social consciousness, are increasingly drawn to brands that reflect their values related to environmental and ethical concerns.This study uses data from 103 participants and applies statistical tools to explore the gap between their sustainable values and actual purchase behavior.Key influencing factors such as brand trust, pricing, social media messaging, and eco-friendly packaging are examined.The study offers strategic insights for companies aiming to build lasting connections with this consumer group through genuine sustainability efforts.