Brand ethicality perception and Brand equity: a comparative analysis of the Global 100 Ranking and the Best Global Brand Ranking

The objective of this study is to analyze whether the brands perceived as ethical are, at the same time, those that have better economic results and a major brand equity. Ethical brands are perceived positively by society because they have a positive environmental and social impact. However, despite the fact that consumers are willing to make sustainable purchases, often this attitude does not turn to be the best purchase option. The attitude-behavior gap is associated with personal and psychological drivers or barriers that promote or restrict ethical buying behaviors, such as price, convenience, product portfolio, etc., so brand equity and companies’ results are not related to the ethical perception of the brand.