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ABSTRACT The study explores the relationships between green branding practices (GBP) and consumer behavior, aiming to extend knowledge on the interaction between green branding and purchase decisions. The research involved 521 students from the University of Prishtina using stratified random sampling. Data analysis employed SmartPLS to examine the relationships within the model. The study found significant relationships between green positioning and consumer attitudes, green packaging's influence on purchasing behavior, and the impact of brand commitment on green purchase decisions. In contrast, the hypothesis linking brand attachment, green brand trust, and green brand equity to green purchase decisions was rejected. The findings suggest that green branding can be a competitive advantage by aligning with growing consumer preferences for environmentally responsible products. This study highlights the importance of sustainable brand strategies and advocates for authentic environmental initiatives in marketing communications.
Baca et al. (Fri,) studied this question.