Exploring the impact of perceived sustainability on customer satisfaction and the mediating role of perceived value

In an era where consumers increasingly prioritize sustainability, there is a growing preference for eco-friendly products and ethical brand practices. However, the impact of a brand sustainability on customer satisfaction, particullarly the emotional and social value customers associate with these practices, remains underexplored. This study examines how perceived value mediates the relationship between sustainability and customer satisfaction, It using the Stimulus-Organism-Response (SOR) Theory as a framework. Structural equation modeling (SEM) was employed to analyze data from 308 Mongolian consumers of sustainable products, offering fresh insights into sustainability perceptions and customer satisfaction within Mongolia's unique cultural and economic context. The findings highlight that sustainability perceptions significantly influence perceived value, which in turn affects customer satisfaction. Notably, no direct link was observed' between sustainability perceptions and customer satisfaction, emphasizing the mediating role of emotional and social values. This research enriches the understanding of sustainability's role in consumer behavior and provides actionable insights for businesses aiming to enhance customer satisfaction through sustainable practices. It also contributes to the broader discourse on sustainability management and supports global efforts toward advancing sustainable consumer behavior.