Sustainable Practices, CSR, and Brand Reputation: Influencing Purchase Intentions in Luxury Green Marketing

The purpose of this study is to examine the integration of sustainable practices and corporate social responsibility initiatives within luxury brands, as well as the impact that these initiatives have on consumer behavior with regard to their purchasing intentions. The study identifies a shift in the luxury branding paradigm away from one that historically placed an emphasis on exclusivity and towards one that is more socially responsible and sustainable. As part of the research methodology, a systematic literature review will be conducted in order to evaluate the relationship between sustainability, corporate social responsibility, and brand reputation. By implementing effective social responsibility programs in addition to actual sustainability initiatives, luxury brands are able to engage consumers more effectively and thereby create stronger relationships with them. Consumer purchase decisions are significantly influenced by the reputation of a brand, which is backed up by sustainable and corporate social responsibility initiatives. Research directions are recommended, emphasising the need for more in-depth sector-specific studies and a better understanding of the relationship between sustainability and brand loyalty over the long term.