Version 1
: Received: 20 June 2024 / Approved: 21 June 2024 / Online: 24 June 2024 (05:17:34 CEST)
How to cite:
Holloway, S. Influence of Ethical Supply Chain Practices on Brand Equity: A Qualitative Study of Consumer Perspectives. Preprints2024, 2024061502. https://doi.org/10.20944/preprints202406.1502.v1
Holloway, S. Influence of Ethical Supply Chain Practices on Brand Equity: A Qualitative Study of Consumer Perspectives. Preprints 2024, 2024061502. https://doi.org/10.20944/preprints202406.1502.v1
Holloway, S. Influence of Ethical Supply Chain Practices on Brand Equity: A Qualitative Study of Consumer Perspectives. Preprints2024, 2024061502. https://doi.org/10.20944/preprints202406.1502.v1
APA Style
Holloway, S. (2024). Influence of Ethical Supply Chain Practices on Brand Equity: A Qualitative Study of Consumer Perspectives. Preprints. https://doi.org/10.20944/preprints202406.1502.v1
Chicago/Turabian Style
Holloway, S. 2024 "Influence of Ethical Supply Chain Practices on Brand Equity: A Qualitative Study of Consumer Perspectives" Preprints. https://doi.org/10.20944/preprints202406.1502.v1
Abstract
This qualitative study explores the influence of ethical supply chain practices on brand equity from the perspective of consumers. In-depth interviews were conducted with 30 participants to examine their attitudes, perceptions, and behaviors towards brands that emphasize ethical considerations in their supply chain operations. Thematic analysis revealed several key findings. Transparency and authenticity emerged as critical factors influencing consumer trust and perceptions of brand integrity. Participants valued brands that communicated clearly and honestly about their ethical sourcing practices, viewing transparency as indicative of reliability and ethical commitment. Ethical considerations significantly influenced consumer purchase decisions, with participants emphasizing the importance of factors such as fair labor practices, environmental sustainability, and responsible sourcing in shaping their perceptions of product quality and brand value. Brands that integrated these ethical principles into their supply chain management were perceived as offering higher-quality products, which enhanced consumer willingness to pay a premium and bolstered brand reputation. The study also highlighted varying levels of consumer awareness and engagement with ethical supply chain practices, underscoring the importance of effective communication and consumer education. Ethical supply chain practices were found to foster brand loyalty and trust, with brands perceived as ethical and socially responsible enjoying stronger consumer relationships and loyalty. Overall, the findings suggest that ethical supply chain practices play a crucial role in enhancing brand equity by aligning business operations with consumer values and expectations. The study contributes to existing literature by providing empirical insights into the mechanisms through which ethical considerations influence consumer perceptions and behaviors towards brands.
Business, Economics and Management, Business and Management
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
