Brands’ perceived sustainable development goals: index development and applications with professional sport teams and fast-food brands

While marketing scholars recognize the importance of the sustainable development paradigm when evaluating perceptions of brands’ corporate social responsibility (CSR), the contribution of the United Nations’ sustainable development goals (SDGs) remain unexplored. In the present research, two versions of an index measuring the consumer’s perceptions of brands’ SDGs (SDG index) are developed. Then, the SDG index is applied to predict dimensions of CSR and customer loyalty. PLS-SEM results (n = 682) confirmed that both versions of the SDG index can be used to predict consumers’ behaviors. In addition, SDGs relative to environmental protection decreased the predictive power of both versions of the SDG index.