A Critical Review of Consumer Trust and Brand Authenticity in ESG-Focused Marketing Communications

Abstract

In the contemporary marketing landscape, the integration of Environmental, Social, and Governance (ESG) principles has transitioned from a niche differentiator to a mainstream corporate imperative. However, this proliferation of ESG-focused marketing communications has been paralleled by a significant challenge: rising consumer skepticism and the pervasive threat of greenwashing. This paper provides a critical review of the complex interplay between these communications, the cultivation of consumer trust, and the perception of brand authenticity. It posits a conceptual framework wherein substantive ESG actions, aligned with stakeholder expectations, form the foundational prerequisite for authenticity. This authenticity is then communicated through radical transparency and stakeholder engagement, which in turn fosters the consumer trust essential for long-term brand loyalty. The review identifies the various forms of greenwashing—from claim-materiality mismatches to selective disclosure —as critical barriers that sever this chain by creating perceptions of corporate hypocrisy and undermining attributions of sincere motive. The findings underscore that in an era of heightened scrutiny, the efficacy of ESG marketing is contingent not on persuasive communication alone, but on the verifiable alignment of corporate actions, communications, and core values. This synthesis has profound implications for marketing theory, urging a deeper integration of legitimacy and commitment-trust theories, and for practice, advocating for a strategic shift from telling a sustainable story to demonstrably being a sustainable enterprise.