In recent years, eco-branding has emerged as a critical strategy in marketing, reflecting the growing consumer awareness of environmental issues and the demand for sustainable business practices. This paper explores how consumers respond to sustainability claims presented in branding and marketing communications. Drawing upon interdisciplinary literature from marketing, psychology, and environmental studies, the paper analyzes the effectiveness of eco-branding in influencing consumer perceptions, attitudes, and purchasing behavior.

The paper identifies key factors that shape consumer response, including the perceived authenticity of environmental claims, the clarity and transparency of messaging, and the alignment between brand identity and sustainability narratives. It also addresses the impact of "greenwashing"—where misleading or exaggerated environmental claims lead to consumer skepticism and backlash—on brand credibility. The paper further examines demographic and psychographic variables such as age, education, and environmental consciousness, which moderate consumer sensitivity to eco-friendly messaging.

Findings suggest that while eco-branding can strengthen customer loyalty and brand equity, its success largely depends on credibility, consistency, and genuine corporate commitment to sustainability. The paper highlights best practices for marketers seeking to ethically leverage eco-branding, including third-party certifications, lifecycle disclosures, and stakeholder engagement.

Ultimately, this paper contributes to the understanding of how sustainability claims function within the branding ecosystem and offers insights for brands aiming to navigate the complex landscape of environmentally responsible marketing. By synthesizing current research, the paper underscores the importance of integrity and transparency in building long-term consumer trust in an increasingly eco-conscious marketplace...