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:
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