From April 22 to 24, the 17th Global Brand Conference (Academy of Marketing) was held at Edinburgh Napier University.
Pilar López, member of CRiEDO, presented a presentation titled “The mediating role of local brand trust among consumer responsibility for sustainable consumption and local brand preference.”
The study examines how consumer responsibility for sustainable consumption influences preference for local brands and highlights the mediating role of trust in local brands in this relationship. Based on a representative sample of Spanish consumers, the findings confirm that consumers who value sustainable practices prefer local brands and trust in these brands plays a relevant role within sustainable consumption.
As with commercial brands, confidence that an educational institution meets its sustainability commitments could strongly influence the perception and choice of potential students and staff. And according to this study, institutions that demonstrate a genuine commitment to sustainable practices could be preferred.
The next meeting will be in Porto (Portugal) where the dimensions and impact of brands in the current context will continue to be explored.
All the information here.
