The Impact of Adidas Sustainable Marketing and Corporate Social Responsibility on Brand image and Responsible Sustainable Consumer Behavior

Abstract

This thesis delves into a thorough examination of the influence exerted by Adidas' sustainable marketing strategies and corporate social responsibility (CSR) initiatives on both brand image and the cultivation of responsible sustainable consumer behavior. The exploration navigates the intricate dynamics of incorporating environmental and ethical considerations into the fabric of business practices and marketing strategies, aiming to dissect their profound impact on shaping consumer perceptions and behaviors toward the Adidas brand. In adopting a quantitative approach, specifically utilizing a survey questionnaire, the researchers meticulously collected data on consumer attitudes and behaviors, amassing a dataset comprising 158 responses. Employing a deductive investigative framework, the analysis sought to unravel the multifaceted effects of Adidas' sustainable marketing and CSR practices on brand image and the cultivation of responsible consumer behavior. Key findings reveal that while sustainable marketing significantly enhances brand image (significance level <0,001), it does not directly influence responsible consumer behavior (sig. level 0,343). Conversely, CSR initiatives have a direct and positive effect on fostering responsible and sustainable consumer choices (sig. level <0,001), suggesting that actions and policies related to social responsibility may be more effective in encouraging ethical consumer practices than marketing efforts alone.