Green Marketing Strategies : Enhancing Brand Image and Consumer Trust in Sustainable Development

Authors

  •   Arya Kumar Assistant Professor (II), Department of Commerce, Kalinga Institute of Industrial Technology (KIIT) Deemed to be University, Patia, Bhubaneswar - 751 024, Odisha & Research Fellow, Faculty of Business and Communications, INTI International University, Negeri Sembilan - 71800
  •   Swapna Swarupa Mallick Ph.D. Research Scholar, Department of Commerce, Kalinga Institute of Industrial Technology (KIIT) Deemed to be University, Patia, Bhubaneswar - 751 024, Odisha
  •   Sweta Leena Hota Assistant Professor II (Corresponding Author), Department of Commerce, Kalinga Institute of Industrial Technology (KIIT) Deemed to be University, Patia, Bhubaneswar - 751 024, Odisha & Research Fellow, Faculty of Business and Communications, INTI International University, Negeri Sembilan - 71800
  •   Asokan Vasudevan Professor, Faculty of Business and Communications, INTI International University, Faculty of Business and Communications, INTI International University, Negeri Sembilan - 71800
  •   Sidar Atalay Şimşek Assistant Professor, Faculty of Department of Economics, Batman University, Bati Raman Campus - 72100, Türkiye

DOI:

https://doi.org/10.17010/pijom/2024/v17i12/174054

Keywords:

green brand trust

, consumer behavior, green brand image, green advertising receptivity, greenwashing.

JEL Classification Codes

, M31, M310, M370

Paper Submission Date

, May 16, 2024, Paper sent back for Revision, July 19, Paper Acceptance Date, September 15, Paper Published Online, December 15, 2024

Abstract

Purpose : The primary objective of this research was to delve into the influence of green brand image (GBI), transparency (TR), and green advertising receptivity (GAR) on green brand trust (GBT) and their subsequent impact on consumers’ purchase intentions (PIs) within the realm of green marketing in India.

Design/Methodology/Approach : Data was collected via a structured survey from 277 Indian consumers and analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 3.0. The research was conceptualized through the stimulus–organism–response (SOR) framework, examining how stimuli like GBI, TR, and GAR influenced GBI as the organism, ultimately impacting the response.

Findings : The results showed that GBT was positively influenced by GAR and GBI, which enhanced PI. TR and non-deception (ND) do not significantly impact GBI. ND strengthens the GAR–GBI link, while TR does not moderate GBI–GBT.

Practical Implications : This study advised Indian green market companies to focus on strengthening GBI and GAR to build consumer trust and boost PIs while maintaining TR and avoiding deceptive practices.

Originality/Value : This study added to the present literature by understanding the aspects inducing consumers’ trust in green brands in the Indian context. It also highlighted the importance of TR and ND in building consumer trust and emphasized the need for companies to align their green marketing strategies with consumer expectations.

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Published

2025-12-15

How to Cite

Kumar, A., Mallick, S. S., Hota, S. L., Vasudevan, A., & Şimşek, S. A. (2025). Green Marketing Strategies : Enhancing Brand Image and Consumer Trust in Sustainable Development. Prabandhan: Indian Journal of Management, 17(12), 8–27. https://doi.org/10.17010/pijom/2024/v17i12/174054

Issue

Volume 17, Issue 12, December 2024

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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