Title: Sustainability initiatives of the Pura brand that create and strengthen the brand-consumer relationship on an identity level.

Several factors link sustainability to the development of deep relationships with consumers, namely: 1) value alignment; 2) authenticity; 3) competitive differentiation; and 4) engagement and co-creation.

1) Value Alignment: When a brand adopts sustainable practices, it aligns with the values of conscious consumers, creating an emotional connection. All consumers, but especially younger generations, are more attuned to brands that care about the environment and society.

2) Authenticity: Genuine sustainability initiatives reinforce the brand’s authenticity. Consumers are increasingly aware of marketing practices that pretend to be sustainable (i.e., “greenwashing”). Knowing that sustainability is a core part of the brand’s identity can foster greater loyalty.

3) Competitive Differentiation: Sustainability serves as an important differentiator, enabling the brand to stand out in an increasingly saturated competitive market. This strengthens brand recognition and the consumer relationship, as the brand is perceived as both innovative and responsible.

4) Engagement and Co-Creation: When consumers are engaged in a brand’s sustainable initiatives (e.g., through campaigns or products), it deepens their connection to the brand. This results in a stronger relationship, where the consumer feels they are actively contributing to the brand’s mission, reinforcing their own identity (i.e., becoming a better person by contributing to a better society).

In summary, sustainable initiatives carried out by a brand enhance its reputation, help build a more robust and meaningful identity in the eyes of consumers, and foster relationships based on trust and shared values.

The research questions are as follows:

Q1 – What are the sustainability initiatives undertaken by the Pura brand?

Q2 – What is the identity perception that Pura’s consumers have of the brand?

Q3 – What relationships do consumers develop with the Pura brand?

Q4 – What role do sustainability initiatives play in consumers’ sense of identification and belonging?

 Research Group: Territories and Organisations for Sustainable Development (TOSD)