The Role of Sustainability in Shaping Brand Image and Consumer Perception

Verma, Mohit ORCID: https://orcid.org/0000-0002-9734-2933, Malik, Neha ORCID: https://orcid.org/0009-0000-2224-4151 and Mukhtaruddin, Mukhtaruddin (2026) The Role of Sustainability in Shaping Brand Image and Consumer Perception. In: AI-Enabled Sustainable Consumption and Production in Industry 5.0. IGI Global Scientific Publishing , Hershey. pp. 331-346. ISBN 9798260009727 Available at: https://doi.org/10.4018/979-8-2600-0970-3.ch016

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Abstract

The research examines the intersection point among Corporate Responsibility, Sustainable Consumption and Production (SCP), and AI-based digital economy, outlining the regulatory developments under Corporate Social Responsibility (CSR), AI-digital economy, and the emerging consumption and production regulatory regime of India. Based on the United Nations (UN) Sustainable Development Goals (SDGs) 9, 10, and 12, present research highlights the potential of AI-supported CSR for brand image, consumer perception, and market equity. AI supports real-time insights, scalable sustainability, and personalization of engagement, yet also creates data ethics, algorithmic bias, and environmental footprint challenges. The report highlights the dominance of new age Tech and underscores flaws of the traditional antitrust models and urges the creation of a robust Digital Laws along with a dedicated Digital Markets Unit within the Competition Commission.

Item Type: Book Section
Uncontrolled Keywords: Artificial Intelligence | Corporate Responsibility | Sustainable Consumption and Production (SCP),
Subjects: Social Sciences and humanities > Business, Management and Accounting > Strategy and Management
Depositing User: Mr. Syed Anas Ali
Date Deposited: 31 Aug 2026 08:59
Last Modified: 31 Aug 2026 08:59
Official URL: https://doi.org/10.4018/979-8-2600-0970-3.ch016
URI: https://pure.jgu.edu.in/id/eprint/12368

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