Leveraging SDG12 for Marketing Communication and Consumer Trust: Theoretical Elucidations and Practical Recommendations

Abstract – This article adopts a theoretical perspective aimed at conceptualizing the ways in which companies can effectively communicate their commitment to sustainability, rebuild consumers’ trust and combat ‘greenwashing’. The study examines 14 different types of sustainable consumption to create a theoretical model that integrates existing conceptual frameworks and offers insights into understanding sustainable consumption as a complex system rather than merely categorizing specific types. The developed Triple-win sustainable consumption model builds a solid foundation for integrating consumption into three distinct groups aligned with the classical pillars of sustainability. The sustainable consumption call-to-action framework focuses on actionable recommendations to align brands with three avenues of sustainable consumption. The role of marketing communication in stimulating consumption must be further explored to identify the focus and outcomes and the possibility of better judging the likelihood of transformation to sustainable consumption through sustainable communication.