Sustainable Branding and Consumer Skepticism: A Study on How Green Marketing Strategies Influence Brand Equity in Markets with High Greenwashing Awareness.

Abstract

This study investigates the effect of green marketing strategies on brand equity in markets with high level of consumer greenwashing awareness. The market is increasingly driven by sustainability and many brands are adopting sustainability-related claims, eco-labels, recyclable packaging, carbon-neutral messaging and ethical sourcing stories to build their market. But there is an increase in consciousness about overstated or misleading green branding, which has turned consumers more skeptical about sustainable branding. This skepticism can lead to lower brand trust, diminished brand authenticity, and a negative impact on brand equity. The study suggests a conceptual model that posits that the relationship between the green marketing strategies and brand equity is mediated by brand trust, perceived authenticity, and consumer skepticism. It also takes into account the awareness of greenwashing as an important factor that could reduce the positive effect that green marketing has on brand equity. The data will be gathered from consumers exposed to green marketing claims through a structured questionnaire and a quantitative research design will be used. Data will be analysed using reliability test, correlation, regression and structural equation modelling. The anticipated results could assist companies in gaining a deeper understanding of the benefits of transparent, evidence-based and authentic sustainability communication on brand trust and brand equity, and at the same time, "greenwashing" or ambiguous and weak claims could lead to reduced consumer trust and brand value