The effect of environmental sustainability activities on green brand equity and consumer behavior: A research on the retail trade sector

Sustainability awareness is based on ensuring that the needs of future generations are not overlooked while meeting today's needs. In this context, the concept of environmental sustainability enables individuals and businesses to develop environmentally conscious attitudes, fulfilling their responsibilities towards nature and strengthening their relationships with consumers. The purpose of this study is to examine the impact of environmental sustainability activities on green brand equity and consumer behavior, specifically in the retail trade sector. To this end, environmentally conscious individuals toward green brands and their pro-environmental consumption trends were analyzed. According to the analysis results, significant and positive relationships were identified between environmental sustainability, green brand equity, and consumer behavior. The gender variable was significant only in terms of environmental sustainability, marital status and age variables were found to have significant differences in green brand equity and consumer behavior. No significant differences were found according to education and income levels. The findings reveal the impact of sustainability-focused brand strategies on consumer behavior. In addition to contributing to the literature, the study also offers strategic recommendations for brands.