Consumers’ perception of MNCs’ environmental sustainability and its influence on brand reputation

Anna Grudecka, Anna Napiórkowska and Marzanna K. Witek-Hajduk

Chapter 2 in The Twin Digital and Green Transition, 2026, pp 18-38 from Edward Elgar Publishing

Abstract: Recognition of the positive impact of corporate sustainability and brand reputation is increasing across industries; it is particularly salient in the fashion industry. Still, the body of research addressing this issue remains nascent, especially with regard to the fashion industry, international brands and consumers from various countries. Therefore, this chapter examines the relationship between consumers’ perception of multinational corporations’ (MNC) brands’ environmental sustainability and brand reputation. A sample of 551 consumers aged 18–65+, residents of the European Union (EU), the United States of America (USA) and India, was surveyed in 2023 via Amazon's crowdsourcing platform – MTurk. The thus obtained data was analysed using regression analysis, via Gretl software. The results indicate that consumers’ perception of MNC international fashion brands’ environmental sustainability influences the reputation of MNCs’ international fashion brands. More specifically, the stronger such perception, the stronger the reputation of MNCs’ international fashion brands. This chapter contributes to the body of literature on corporate (environmental) sustainability of MNCs, as well as on consumer behaviour with regard to sustainability. Thus, the findings included in this chapter will be of use to managers responsible for international brand management.

Keywords: Environmental sustainability; Brand reputation; Consumer behaviour; Multinational corporation; MNC; Fashion brands (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035364275
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