Greener labels, stronger bonds: driving engagement and value co-creation through retailers’ sustainability and sustainable development goals alignment

Purpose This study aims to explore consumers’ perceptions of retailers’ corporate image, focusing on corporate social responsibility, climate change engagement and sustainability initiatives such as the adoption of recyclable packaging and efforts to reduce carbon footprints and CO2 emissions. Design/methodology/approach An exploratory research approach was used to gain deeper insights into consumers’ perceptions of retailers’ corporate image and sustainability practices. The study involved six focus group discussions conducted with a total of 33 private label brand (PLB) consumers. Findings An exploratory research approach was used to gain deeper insights into consumers’ perceptions of retailers’ corporate image and sustainability practices. The study involved six focus group discussions conducted with a total of 33 PLB consumers. Originality/value This study is among the first to qualitatively examine how retailers’ sustainability and alignment with UN SDG12 and SDG8 influence customer engagement and value co-creation in the PLB context. Unlike previous research that treated these concepts separately, it offers an integrated view of how sustainability narratives foster deeper consumer involvement. The findings show that sustainability cues prompt both active and passive co-creative behaviours, such as storytelling, feedback and eco-conscious participation. Based on these insights, a conceptual model is proposed to illustrate the dynamic relationship between sustainability and customer engagement, highlighting the cognitive, emotional and behavioural dimensions that shape value co-creation.