Analysis of Sustainable Concept and Consumer Behavior

Under the background of global environmental problems such as resource depletion and climate change, the concept of sustainable consumption is gradually popularized, and consumers' attention to the brand's environmental attributes and social responsibility performance is significantly improved. This paper focuses on the influence path of sustainable consumption on consumers' brand choice behavior and explores the optimization strategy of brand marketing. The results show that sustainable consumption affects brand selection through direct and indirect paths: in the direct path, consumers turn the values of environmental protection and social responsibility into the core criteria for brand screening, fit brands based on value identification preferences (such as paying attention to animal protectors' preference to choose beauty brands without animal testing), and actively check the brand's sustainable functional attributes (such as recyclable packaging and natural raw materials), and those with firm ideas are even willing to pay a premium for brands that meet the standards; On the indirect path, it is transmitted through three intermediary factors-brand credibility (transparency practices such as disclosing raw material sources and carbon emission data to dispel the "greenwashing" doubts), perceived value (evaluating brand value from environmental and social dimensions, such as recognizing the social value of fair trade coffee) and social identity (taking sustainable brands as identity symbols, gaining peer recognition through selection, such as young people sharing sustainable brand experience to consolidate their preferences). This study reveals internal mechanisms of sustainable consumption driving consumer behavior, provides theoretical support and practical reference for brands to formulate accurate marketing programs.