The Impact of Involvement of Consumers in Brands’ Sustainability Initiatives on Brand Trust and Willingness to Pay a Price Premium

This research examines how perceived brand involvement of consumers in its sustainability initiatives impacts consumers’ willingness to pay a premium for the brand’s sustainable products (WTPP). Two between-subjects experiments were conducted. Study 1 shows that perceived brand involvement of consumers in its environmental sustainability initiatives positively impacts consumers’ WTPP, and that this effect occurs through enhanced brand trust resulting from such involvement. Study 2 shows that the positive indirect effect of perceived brand involvement of consumers on WTPP via brand trust is significant for large brands but not for small brands, indicating the moderating role of brand size. This research pioneers the examination of the involvement of consumers in brands’ sustainability initiatives as a powerful approach to strengthening brand trust and reducing consumer bias toward large brands. The findings advance theory and offer key managerial insights for brands seeking to strengthen consumer trust in their sustainability initiatives.