Green Branding and Sustainable Consumer Behaviour: A Study

Abstract

Green branding has developed as a strategic & planned approach for establishments looking for competitive advantage despite the fact to address environmental sustainability. In the period of ecological imbalance & climate change, organizations are gradually adopting green branding-based strategies to line up with sustainable development goals (SDGs). Green branding generally denotes to endorsing goods & services based on eco-friendly advantages & sustainability assurances. Todays’ consumers are quite ecologically conscious & preferring brands that validate environmental responsibility. Considering the behavioral forms of consumers towards green brands or green products is important for adopting strategic decision-making. This research analyzes the association in between initiatives of green branding & sustainable consumer behaviour (SCB). The study also discovers how green_brand_trust (GBT), environmental_concern (EC), eco_awareness (EcoA) & perceived green product quality (PQ) impact consumers’ green_purchase_intention (GPI). Total 120 responses received through structured questionnaire whereas Cronbach alpha, KMO & Bartlett’s Test analysis, factor analysis, correlation test, regression analysis, chi_square test along-with ANOVA analysis were used as a statistical tool. The findings of the research disclose that green_brand_trust (GBT) & environmental_concern (EC) significantly impact sustainable consumer behaviour (SCB). The research also provides decision-making inferences for marketers targeting to reinforce green positioning approaches.