Sustainability through Branding

Abstract

The current study explores and understands sustainability and branding strategies in the food industry. Using semi-structured interviews, data were collected from five managers of different restaurants located in Peshawar, all of which are actively engaged in sustainability initiatives. The triple-bottom-line theory is used as the theoretical underpinning for this study. Themes were developed from patterns that emerged from the qualitative data, thus adding knowledge to the field of strategic management in high-pressure, consumer-facing industries. The findings have practical insights for integrating sustainability with brand strategy.