Consumer Buying Process toward Sustainable Brand: A Case Study of Automobile Business

Abstract

This research aimed to understand the consumer buying process toward sustainable brands among car users. A qualitative approach was selected as the research method for this study through the focus group interviews (a total of 30 respondents). The study was conducted to examine three focus groups, namely small-size car users (N=10), middle-large size car users (N=10), and car users who are loyal to the brand (N=10). The results demonstrated that corporate social responsibility (CSR) positively affects all steps of the consumer buying process. The findings of this research contributed to formulating three essential elements of the sustainable brand. 1) Consistency: The long-term CSR campaigns led to social consciousness and brand reminding. 2) Participation: Participatory CSR campaigns made consumers feel part of society and the brand. 3) Monitoring: Business organizations should monitor CSR campaigns for better results. Finally, the findings also indicated that sustainability creates brand loyalty in every group of customers.