Sustainable choices matter: Exploring consumer perceptions of green branding and purchase intention

This research seeks to determine how the perceptions of green branding in terms of perceived environmental responsibility, green trust, and brand authenticity are related to consumer purchase intentions. Quantitative research design was employed in the research, and data were gathered by a structured survey of 325 respondents with various demographic backgrounds. To identify the predictive strength of these constructs and the mediation of green attitudes, the analysis was based on descriptive statistics, correlation analysis, and regression modeling (including SEM using SPSS and SmartPLS). The results indicate that the positive attitudes toward the concept of green branding are important predictors of a consumer’s intention to purchase green products. In particular, green trust was identified as the most influential predictor of purchase intent and brand authenticity, and perceived green image came as the next important predictor. It is concluded that in a marketplace where people are becoming more environmentally conscious, the match between brand identity and the real environmental values is the key to determining consumer behavior. The implications, therefore, indicate that companies should focus on clear and realistic green marketing initiatives to alleviate the level of doubt and create a long term customer confidence. These lessons are helpful to marketers who aim at creating sustainable branding strategies that achieve a competitive advantage in the Indian green market.