A Policy Framework for Sustainable Marketing Practices and Brand Evaluation Through Instagram Marketing

Abstract

The negative impact that individuals have on the natural world led to the development of the concept of sustainable marketing. Increasing consumer trends regarding environmentally conscious consumers have created a fresh market chance for the global economic system. Sustainability refers to mankind's general capacity to engage with the many facets of our current situation that demand cognitive focus. In consequence, the objective of this study was to investigate how sustainability marketing practices have an influence on brand evaluation. This research shows how people think about the new sustainability marketing strategies. The current research also includes the mediating role of fashion consciousness among sustainable marketing practices and brand evaluation in the context of Oman. Non-random and convenient sampling techniques are used to collect the data from 336 respondents. SmartPLS 4.0 was employed for data analysis. Findings reveal that sustainable marketing practices have a significant impact on brand evaluation. However, fashion consciousness did not work as a mediator in between sustainable practices and brand evaluation as all concerned mediating hypotheses were not supported.