“A STUDY ON CREDIBILITY OF ESG COMMUNICATION AND ITS IMPACT ON CONSUMER TRUST AND BRAND LOYALTY”

The purpose of this research is to evaluate the credibility of Environmental, Social, and Governance (ESG) communication and its impact on consumer trust and brand loyalty. In today’s competitive and socially conscious business environment, companies must not only deliver quality products but also demonstrate responsible practices. This study involves measuring different aspects of ESG communication such as transparency, authenticity, avoidance of greenwashing, and consumer perceptions of trust. A mixed-methods design was used, involving quantitative surveys of 86 respondents and qualitative interviews. Results show that while consumers are increasingly aware of ESG practices, skepticism exists due to misleading claims. Findings reveal that credible ESG communication significantly enhances consumer trust, which in turn fosters brand loyalty. The research identifies the most important factors affecting consumer loyalty and provides actionable recommendations for organizations to improve ESG communication strategies. The findings offer relevant implications to marketers and practitioners to enhance credibility, ultimately leading to consumer trust and long-term brand loyalty.