Green branding has come to be a focal pillar of green marketing, symbolizing practice of the company in an effort to keep pace with increasing consumer environmental consciousness. However, its impact on consumer beliefs, brand trustworthiness, and behavioral intentions in developing markets is yet to be explored. This research examines the effect of green branding on consumer reaction, with special attention to perceived authenticity as the mediator variable and environmental concern as the moderator variable. A systematic survey was conducted amongst 256 Tier-I and Tier-II Indian city consumers. Through Structural Equation Modeling (SEM) and analysis, we tested the impact of green branding on brand trust and purchase intention. The results revealed that green branding positively impacts trust and purchase intention and perceived authenticity acts as a mediator between them. Additionally, environmental concern moderates the success of the branding-purchase relationship. These results have useful implications for green branding program managers who seek to create effective environmentally oriented branding programs appealing to eco-aware segments. The research enhances theoretical sustainable marketing knowledge through identifying authenticity and consumer values as variables of green consumption behavior. Suggestion is extended to marketers and regulators regarding the need for transparency in a move aimed at lessening the risk of greenwashing..
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