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One of the key challenges of sustainability brand management for B2B companies, as highlighted in the first study, is the selection of the most relevant sustainability measures that shape the perception of a sustainable brand. To address this issue, this study conducts a survey with a total of 5,555 participants, focusing on controllable and non-controllable key drivers of brand sustainability perceptions. It also examines the impact of simplifying heuristics on brand sustainability perceptions and presents strategies for countering such mechanisms if necessary.

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Study 2: Understanding the Drivers of Brand Sustainability Perceptions

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  • 发表日期：

    2026年

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  • Oliver Brockschmidt

摘要

One of the key challenges of sustainability brand management for B2B companies, as highlighted in the first study, is the selection of the most relevant sustainability measures that shape the perception of a sustainable brand. To address this issue, this study conducts a survey with a total of 5,555 participants, focusing on controllable and non-controllable key drivers of brand sustainability perceptions. It also examines the impact of simplifying heuristics on brand sustainability perceptions and presents strategies for countering such mechanisms if necessary.