Sustainable Brand Personality: An Exploratory Study

Abstract: With the emergence of sustainable brands, this study explores the concept of “sustainable brand personality” (SBP) from a consumer perspective. In-depth interviews with consumers using a mood board approach were employed. Upon narrative content analysis, key characteristics of sustainable brands were explored around various issues of human variability: psychological and sociocultural including socioeconomic, physical and behavioral manifestations. On an aggregate level, sustainable brands are perceived as natural, simple, stable, open, social, progressive, intellectual and attractive. The study is advancing BP research in offering a multicomponent view of BP, specifically for sustainable brands.

Key words: sustainable brand personality, brand personality, sustainability, sustainability branding

JEL codes: M3