Giving marketing value to sustainability
The SUSTEquity model is grounded in a solid foundation of academic research developed within the international scientific community.
Over the years, our research has focused on understanding how consumers perceive, interpret, and respond to sustainability initiatives undertaken by firms. This stream of work integrates insights from marketing, consumer behavior, and sustainability studies to bridge the gap between corporate actions and stakeholder perceptions.
SUSTEquity emerges from this research as a demand-side analytical framework, designed to capture the psychological and behavioral mechanisms through which sustainability generates value. The model is built on rigorous empirical methods, including experimental designs, survey-based data collection, and advanced statistical analyses, all widely recognized in top-tier academic research.
The scientific contribution of this approach lies in shifting the perspective from what companies do for sustainability to how consumers understand and evaluate these actions. This allows for a more accurate assessment of sustainability as a driver of trust, reputation, and competitive advantage.
The model has been validated through multiple empirical studies and is continuously refined through ongoing research activities, ensuring both methodological robustness and managerial relevance. By combining academic rigor with practical applicability, SUSTEquity exemplifies how scientific research can inform and enhance strategic decision-making in sustainability.
Below are some of our scientific publications related to sustainable marketing that contribute to sustainability research and offer practical insights for companies, managers and policymakers: