Sustainable Marketing's Impact on Purchase Intentions: The Roles of Brand Image, Trust, and Customer Engagement

This research investigates the impact of sustainability marketing actions on brand image, brand trust, customer engagement, and purchasing intentions.The study employed a quantitative approach, utilizing an online survey sent to consumers of telecommunication companies in Jordan.Data from 153 respondents were analyzed using PLS-SEM.The study finds that marketing strategies focusing on social, environmental, and economic sustainability significantly enhance brand image and build customer trust.These improved perceptions lead to increased customer engagement and influence purchase intentions positively.The findings underscore the importance of incorporating sustainability into marketing to improve brand perceptions.Integrating sustainability not only strengthens a brand's or product's image, but also fosters greater customer trust, which is essential for driving engagement and encouraging positive buying behaviors.Companies that prioritize social responsibility and environmental stewardship can attract and retain customers who value sustainability.This, in turn, enhances both brand equity and market position.These findings carry theoretical and practical significance, with limitations noted and directions for future research proposed.