DOI: https://doi.org/10.36719/2663-4619/124/49-52
Konul Shirvani
Sumgayit State University
https://orcid.org/0000-0003-4417-0493
konul.shirvani@sdu.edu.az
An Empirical Study of the Impact of Ecological Marketing Approaches on Brand Trust and Customer Value Formation in the Context of Sustainable Innovations
Abstract
Sustainable innovations have become one of the most important directions addressing contemporary economic and environmental challenges, and in this context, the significance of ecological marketing strategies has further increased. As consumer demand for environmental responsibility strengthens in the modern market environment, companies are increasingly adopting greener business models. The emerging relationship between brand trust and environmental responsibility creates strategic advantages for enterprises. Ecological market trends transform the content and purpose of marketing, fostering the application of more sustainable approaches. Empirical studies show that the implementation of ecological innovations strengthens brand image and leads to the formation of a higher value perception among consumers. In this regard, investigating the mechanisms through which ecological marketing approaches exert their influence is of both theoretical and practical importance.
Keywords: green marketing, sustainable innovations, brand trust, customer value, green consumption, ecological strategies, empirical analysis