Closed-Loop Supply Chain Integration: Assessing Marketing Impacts and Customer Perceptions of Sustainable Brand Value in the Saudi Photovoltaic Industry

Abstract

Purpose: This investigation addresses the influence of closed-loop supply chain integration (CLSCI) on consumer perception of sustainable brand value, examining its effect on purchasing decisions, brand loyalty, and image. Theoretical framework: The study operates within a framework that posits CLSCI as a potential enhancer of sustainable brand value, mediated by demographic variables and consumer consciousness of sustainability practices. Design/methodology/approach: A cross-sectional analysis was performed with 240 Saudi participants using Multivariate Analysis of Variance (MANOVA) to assess the hypotheses derived from the theoretical framework. Findings: Results indicate a direct correlation between CLSCI and brand image, strengthened by consumer awareness. Moreover, age and awareness significantly mediate the relationship between CLSCI and perceived brand value and purchasing decisions. Research, Practical & Social implications: Findings underscore the necessity for Saudi photovoltaic (PV) firms to elevate CLSCI awareness and its linkage to brand image. The study also prompts further examination of age-related influences and sustainable waste management practices. Originality/value: his study contributes to the limited research on CLSCI's role within the Saudi PV sector, providing empirical evidence and a conceptual model for CLSCI implementation, offering insights for enhanced consumer engagement and sustainable brand development.