Sustainable Marketing Practices and Brand Trust in Contemporary Retail Businesses

Menhard

doi:10.55927/ijbae.v5i2.4

Authors

Menhard STIE Mahaputra Riau, Indonesia

DOI:

https://doi.org/10.55927/ijbae.v5i2.4

Keywords:

Sustainable Marketing Practices, Brand Trust, Contemporary Retail Business, Marketing Management, Business Sustainability

Abstract

The increasingly competitive development of contemporary retail businesses encourages companies to not only focus on achieving short-term sales performance, but also on implementing sustainable marketing practices as a strategy to build brand trust. This study aims to analyze the influence of sustainable marketing practices on brand trust in contemporary retail businesses. The research uses a quantitative approach with an explanatory design. Primary data was collected through a structured questionnaire using a five-point Likert scale that was distributed to 120 contemporary retail consumers in Pekanbaru City, Riau Province, who were selected through purposive sampling techniques. Data analysis was carried out using multiple linear regression. The results show that sustainable marketing practices reflected through environmental awareness, information transparency, marketing ethics, and social responsibility have a positive and significant effect on brand trust. These findings indicate that retail consumers are increasingly considering the value of sustainability in assessing brand credibility and reliability. This study concludes that the implementation of sustainable marketing practices contributes to strengthening brand trust and becomes a strategic foundation for retail businesses in building sustainable competitiveness. Practically, the results of this study provide implications for retail management in designing sustainability-oriented marketing strategies to increase consumer trust and loyalty.

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