Vol. 4, Issue 10, Part F (2018)

Customers\' interest in environmentally friendly alternatives has soared in recent years, as have their expectations of businesses in the process. It\'s critical to recognise the huge interdependence between brands and customers: just as consumers determine a brand\'s development and success, brands influence and drive consumer behaviour in the opposite direction. As a result, branding has become \"the storey of belonging and pervasion,\" allowing customers to express their interests, attitudes, preferences, and overall personality through the brands they use. They are also a trustworthy source of information and an effective mediator in the education and employment of large groups of customers, which, when combined to build a brand\'s sustainability, may be a strong force in society. With this backdrop, a study was conducted to investigate the link between brand sustainability and buy intention. A sample size of N=100 respondents was taken using the Cochran formula ad the sample was selected based on the convenience of availability of the Target audience. A well-structured questionnaire adopted from two other famous studies on Brand sustainability and Purchase intention, the scale validity and reliability of the items was checked and affirmed. SEM Analysis using AMOS R was conducted and the findings of the CFA Analysis revealed that brand sustainability has a substantial positive influence on the target audience\'s purchase intention for electronic items. The report suggests that businesses use brand sustainability as a new marketing approach to attract more customers.