Advances in Consumer Research
Issue 2 : 822-830
Original Article
Sustainable Marketing: How Green Branding Affects Consumer Perceptions
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1
Assistant Professor, Department of Management, College of Economics, Management and Information Systems, University of Nizwa
2
Associate Professor, IPS Academy, Institute of Business Management and Research, Indore, M.P
3
Associate Professor, Marketing, GNIOT Institute of Management Studies Greater Noida, U.P
4
Assistant Professor, School of Commerce, NMIMS Indore M.P
5
Assistant Professor, Birla School of Management, Birla Global University, Bhubaneswar, Odisha
6
Assistant Professor, Symbiosis Law School, Nagpur, Symbiosis International (Deemed) University (SIU), WATHODA, Nagpur, Maharashtra, India
Abstract

Sustainability has emerged as a significant facet of the new consumerism despite the fact that green branding effectiveness is significantly influenced by the consumer’s perception and credibility. This research aims at exploring the effects of green branding on the consumer in the context of trust, skepticism, and engagement as captured in the Sustainable Lifestyle Rating Dataset. It was also found that the committed green consumers are fully supportive of green marketing while the moderate green consumers want more information and motivation to embrace green products. Based on the sentiment analysis, clustering and behavior mapping, this study recognizes the major gaps in consumer-brand trust relationship and outlines that authenticity, third-party endorsement, and behavioral consistency are the key elements for sustainable marketing. Drawing from the study, businesses, policymakers, and marketers can use the findings to make specific adjustments to their strategies in order to increase the authenticity of green branding and, in turn, the sustainability of consumer engagement:

Keywords
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