Sustainability and territorial brand image: To what extent the sustainable territorial brand impacts eco-responsible behavior?

Abstract This article analyzes how the integration of sustainability into a territorial brand influences citizens’ perceptions and eco-friendly behaviors. Based on a literature review, the study introduces the concept of a “sustainable territorial brand” that merges place branding and sustainable development. A quantitative survey conducted among 120 residents of Rabat, designated a “green city” since 2010, shows that the sustainable territorial brand significantly strengthens citizens’ commitment, values, trust, and attitudes. The main finding indicates that commitment is the strongest determinant of eco-responsible behavior, whereas trust has no direct effect. These results suggest that sustainable territorial branding can be an effective lever for mobilizing citizens toward environmental transition. Recommendations include reinforcing transparency and visibility around sustainability initiatives, encouraging citizen participation in local environmental actions, and designing communication strategies that highlight shared values and collective benefits. Keywords: Sustainable territorial brand; brand image; civic commitment; trust; values; attitude; eco-responsible behavior; sustainability; territorial branding; Rabat.