Sustainability as a Theme for the Nykaa Marketing Communication

Rajnandni Selvraj Naidu

Diplomová práce

Abstract:

Sustainability has become a defining factor in consumer decision-making, shaping how brands communicate their commitments to ethical and eco-friendly practices. This study examines the effectiveness of sustainable marketing communication for Nykaa, an Indian fashion and beauty brand, to recommend for the improvement of sustainable marketing communication strategy and to understand how clarity, credibility, and engagement influence consumer preference and purchase behaviour. Using a quantitative research approach, data was collected from 318 consumers through an online questionnaire, focusing on individuals interested in sustainability. The findings reveal that clear messaging plays a significant role in shaping consumer perception. When sustainability initiatives are communicated in a simple and direct manner, consumers are more likely to trust and prefer the brand. However, some skepticism remains regarding the credibility of information sources, highlighting the need for verified certifications and expert-backed communication. Engagement also emerges as a key factor, with consumers responding more positively when they feel actively involved in sustainability efforts. Initiatives that encourage participation such as recycling programs and interactive campaigns can strengthen brand loyalty and advocacy. The study proposes the "Clear-Credible-Engaging-Aligned" (CCEA) Framework, offering a structured approach for brands to refine their sustainability messaging. By ensuring transparency, strengthening trust, and fostering deeper consumer involvement, brands can create marketing strategies that go beyond awareness and drive real behavioral change. Sustainability is no longer just a marketing tool—it is an expectation. Brands that integrate ethical commitments into their core identity will be better positioned to build long-term consumer relationships in an increasingly conscious market

Keywords

Marketing Communication, Social Media, Communication Strategy, Sustainability

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 27. 3. 2025

Obhajoba závěrečné práce

• Vedoucí: Ing. Martina Chalupová, Ph.D.
• Oponent: Miroslav Koutský, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Economics and Management