Growing environmental concerns and increasing consumer awareness have encouraged organizations to adopt sustainable branding strategies as a means of promoting environmentally responsible consumption. This study investigates the influence of sustainable branding on green purchase intention by examining the mediating roles of brand trust and brand reputation. A quantitative research design was employed, and primary data were collected from 400 consumers using a structured questionnaire. The proposed conceptual model was evaluated using Structural Equation Modeling (SEM) to examine the relationships among the study constructs. The findings reveal that sustainable branding has a significant positive effect on both brand trust and brand reputation. Furthermore, brand trust and brand reputation were found to significantly influence consumers' green purchase intention while also serving as important mediating mechanisms between sustainable branding and purchase intention. The structural model demonstrates satisfactory explanatory power, indicating that authentic sustainability initiatives enhance consumer confidence, strengthen corporate reputation, and ultimately encourage environmentally responsible purchasing behaviour. The study contributes to the sustainable marketing and consumer behaviour literature by extending the understanding of the psychological mechanisms linking sustainable branding with green purchasing decisions. The findings also provide practical implications for managers and policymakers by emphasizing the importance of transparent sustainability communication, ethical branding practices, and long-term environmental commitment in fostering sustainable consumer behaviour...