Green Branding and Its Influence on Customer Purchase Intention

Green branding has become an important marketing strategy as consumers increasingly prefer environmentally responsible products. This study examines the influence of green branding on customer purchase intention by analyzing factors such as eco-labels, sustainable packaging, and environmental claims. Primary data was collected from 118 respondents using a structured questionnaire and analyzed using percentage analysis, chi-square test, and rank analysis. The findings show that eco-friendly product quality, environmental certification, and sustainable packaging strongly influence consumer purchase decisions. The results also indicate that demographic factors such as gender, age, and occupation do not significantly affect green purchase intention. Overall, the study highlights that effective and transparent green branding practices can improve consumer trust and encourage sustainable buying behaviour.