Sustainability and territorial brand image: To what extent the sustainable territorial brand impacts eco-responsible behavior?

Sara Ait Abderrahman () and Fatima Zohra Alaoui Sossi ()
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Sara Ait Abderrahman: UIT - Université Ibn Tofaïl
Fatima Zohra Alaoui Sossi: University Ibn Toufail = Université Ibn-Tufayl = جامعة ابن طفيل

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Abstract: Abstract This article analyzes how the integration of sustainability into a territorial brand influences citizens' perceptions and eco-friendly behaviors. Based on a literature review, the study introduces the concept of a "sustainable territorial brand" that merges place branding and sustainable development. A quantitative survey conducted among 120 residents of Rabat, designated a "green city" since 2010, shows that the sustainable territorial brand significantly strengthens citizens' commitment, values, trust, and attitudes. The main finding indicates that commitment is the strongest determinant of eco-responsible behavior, whereas trust has no direct effect. These results suggest that sustainable territorial branding can be an effective lever for mobilizing citizens toward environmental transition. Recommendations include reinforcing transparency and visibility around sustainability initiatives, encouraging citizen participation in local environmental actions, and designing communication strategies that highlight shared values and collective benefits. Déclaration de divulgation : L'auteur n'a pas connaissance de quelconque financement qui pourrait affecter l'objectivité de cette étude. Conflit d'intérêts : L'auteur ne signale aucun conflit d'intérêts.

Keywords: Sustainable territorial brand brand image civic commitment trust values attitude eco-responsible behavior sustainability territorial branding Rabat; Sustainable territorial brand; brand image; civic commitment; trust; values; attitude; eco-responsible behavior; sustainability; territorial branding; Rabat (search for similar items in EconPapers)
Date: 2025-12-09
New Economics Papers: this item is included in nep-agr and nep-env
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Published in African Scientific Journal, In press, ⟨10.5281/zenodo.17914447⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05415647

DOI: 10.5281/zenodo.17914447

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