Sustainable Marketing and Brand Image: Analysis of Transparency and Digital Communication in the Algerian Cosmetics Sector Case Study: Azur Cosmétique

Abstract

This paper explores the relationship between sustainable marketing and brand image, based on a survey conducted with a sample of consumers. The findings reveal that transparency, environmental commitment, and credibility in marketing communications positively affect customer perception and strengthen purchase intention. Statistical results confirm that ecological sensitivity and the importance attributed to social engagement are key determinants of brand trust. The analysis also highlights methodological limitations related to sampling and the absence of individual data, while suggesting avenues for future research.