Sustainable narrative - trust - behavioral response: a theoretical model of consumer behavior formation

Abstract

In the context of increasing global environmental challenges and transformation of consumer values, the importance of communication focused on the principles of sustainable development is increasing. Modern consumers increasingly make decisions not only on the basis of price and product quality, but also taking into account the environmental, social and ethical characteristics of the brand. In this context, narratives that form the idea of the manufacturer's responsibility, the transparency of its activities and compliance with public expectations are of particular importance. At the same time, there is a scientific problem of insufficient theoretical coherence in explaining the mechanisms of influence of such narratives on brand trust and subsequent consumer behaviour. Purpose. The aim of the study is to develop and theoretically substantiate a model of the relationship between environmental and socio-cultural narratives in marketing communications, the formation of brand trust and consumer behavioural reactions in the context of sustainable development. Special attention is paid to identifying mechanisms for transforming the semantic content of communications into real consumer actions. Methods. The methodological basis of the study is an interdisciplinary approach that combines the methods of theoretical generalization, semantic analysis, structural modelling and system analysis. To formalize the relationships between the elements of the model, the conceptualization of variables and the construction of functional dependencies between stable narratives, cognitive-affective information processing, trust and behavioural intentions were used. Results. As a result of the research, an extended theoretical model was proposed, which includes four interconnected blocks: stable narrative, cognitive-affective processing, trust and behavioural reactions. It was substantiated that trust plays the role of a key mediator that ensures the transition from the perception of narratives to the formation of the purchase intention and further actions of the consumer. The structure of a stable narrative was determined, which includes environmental, social, cultural components and the transparency of communication. It was established that cognitive assessment, emotional reaction and social validation determine the intensity of trust formation. The presence of a feedback loop in which behavioural reactions affect the further perception of communications is proven. The role of moderators, in particular the level of environmental awareness, previous experience and information environment, in strengthening or weakening the effect of narratives has been revealed. Conclusions. The proposed model allows for a comprehensive explanation of the process of forming consumer behaviour under the influence of communications focused on the principles of sustainable development. The theoretical significance lies in the combination of a semantic approach with behavioural economics and marketing. The practical value of the model lies in the possibility of its application to increase the effectiveness of the communication strategy of brands aimed at forming long-term trust and consumer loyalty.