| Abstract [eng] |
The relevance of the topic: in the modern world, the biggest emerging problems are the difficult to control climate warming, which arose from the multi-year network of human behavior. Now more than ever, increased attention to this area is needed. Global warming is leading the world to the brink of collapse, and its consequences are already being felt in everyday life. Excessive consumerism, excessive use of fossil fuels, inefficient energy sources and their distribution led to the depletion of all the planet's resources to meet human needs. According to a consumer, their shopping has become more sustainable in the past 5 years. Globally people agree that sustainability has become an important criterion for choosing a product and the purchasing process. While consumers’ willingness to support sustainable brands is growing, they state that they have encountered misleading sustainability information. This reveals the intensity of the problem of greenwashing and the risk it poses to sustainable brands. False information reaching consumers reduces their trust in all sustainability initiatives and sustainable brands themselves, which also affects their reputation. The global situation and statistics are alarming, but they create an environment and opportunities for brands and businesses to choose a sustainable way of creating and operating their activities. Consumers are also becoming more aware and are more inclined to choose more sustainable products, so sustainability is becoming a niche not only for ecological development, but also for the growth of reputation and brand awareness and trust. Brands that are transparent, sustainable and sincerely strive to understand the market and improve have a better chance of leading and becoming long-lasting. Research Problem: How to apply communication and education to build a sustainable brand reputation and credibility? The Object of the work: Sustainable brand reputation and consumer trust The aim of the work: To study the application of communication and education to build a sustainable brand reputation and trust. Objetives of the work: 1. Based on theoretical sources, analyze the concept of a brand, the process of brand creation and the concept of sustainability. 2. To define the phenomenon of greenwashing, the features of sustainable brand creation and to develop a model of sustainable brand creation. 3. To analyze the creation of a sustainable brand and the negative impact of greenwashing on it, and the links between these factors. 4. To conduct an empirical study assessing the use of communication and education to build brand reputation and trust of sustainable brand. Key research findings and discoveries: After quantitative study, it was found, that there is a moderate relationship between sustainable brand reputation and consumer trust which allows to state that consumer trust and brand reputation are closely related and mutually influencing factors. It was revealed that greenwashing has a statistically weak impact on brand reputation and trust in it, so it can be stated that the less a consumer is manipulated, the more he trusts a sustainable brand, and the reputation of the brand itself is better Based on the analysis of the information provided by the experts participating in the study, there is the crucial importance of transparency and reliability in information and communication for a sustainable brand and the aspiration and necessity of consumer awareness and education are emphasized. The more aware and educated consumers are in the area of sustainability, the more likely they are to choose truly reliable sustainable brands, which determines their good reputation, and reliable information creates long-term consumer trust. |
