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@article{187677,
        author = {Dr.Anitha.B and Ms.Hemalatha},
        title = {A STUDY ON ASSESSING THE INFLUENCE OF SUSTAINABILITY INITIATIVES ON CONSUMER TRUST AND BRAND LOYALTY IN THE RETAIL SECTOR},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {6},
        pages = {6861-6867},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=187677},
        abstract = {In recent years, sustainability has emerged as a critical dimension of business strategy across global industries, particularly within the retail sector. As consumers become more environmentally conscious and socially responsible, their expectations from brands have evolved, demanding not just quality and affordability but also ethical practices and sustainable operations. This study explores the dynamic relationship between sustainability initiatives undertaken by retail businesses and their influence on consumer trust and brand loyalty, two vital pillars of long-term business success. The purpose of this research is to assess how sustainability-driven efforts such as eco-friendly product offerings, ethical sourcing, waste reduction, community engagement, and transparent communication affect consumers' perceptions and behaviour toward retail brands. The study is grounded in the belief that when companies adopt genuine sustainability initiatives and effectively communicate them, they build deeper trust with consumers, which in turn fosters long-term brand loyalty. To achieve its objectives, this study employed a mixed-methods approach combining quantitative and qualitative data collection. A structured survey was conducted among 150 retail consumers across various demographics in urban regions of India, particularly in Bangalore, to gather insights into their awareness, perceptions, and behavioural responses to sustainability initiatives. In addition, in-depth interviews with retail professionals and sustainability officers were conducted to understand the internal motivations and challenges faced in implementing such practices. The findings reveal a strong positive correlation between well-communicated sustainability initiatives and enhanced consumer trust. Consumers tend to view brands that prioritize ethical sourcing, reduce their environmental footprint, and support social causes as more trustworthy.},
        keywords = {Consumer trust, Ethical sourcing, and Corporate Social Responsibility.},
        month = {November},
        }