This study examines consumer perception of sustainability in branding strategies in the contemporary business environment. With increasing awareness of climate change, environmental degradation, and ethical consumption, sustainability has become a key factor influencing consumer behavior and brand positioning. The research aims to understand how consumers perceive sustainability initiatives and how these perceptions affect brand trust, purchase decisions, and loyalty.A descriptive and analytical research methodology is adopted, using primary data collected through structured questionnaires along with secondary data from academic sources. The findings indicate that consumers perceive sustainable brands as more responsible, ethical, and trustworthy. Practices such as eco-friendly packaging, ethical sourcing, and corporate social responsibility significantly enhance brand image and consumer preference
S et al. (Thu,) studied this question.