Evaluating the Effects of Green Marketing on Brand Image and Consumer Purchase Intention

This research assesses the effect of Green Marketing Strategies on Brand Image and its impact on consumer purchase intention. As the environmental awareness is rising, businesses started to implement green marketing in order to attract environmentally conscious consumers. Based on data of 283 respondents and analysed using Structural Equation Modelling (SEM), the study further indicates that effective green marketing adds value to brand green image while also positively influencing consumer purchase intention towards eco-friendly products. Discovering consumer behaviour is to gain practical implications for companies that aspire to insert sustainability into their marketing strategy, as the result shows green brand image could play a very important role in shaping consumer purchase intention and actually build sustainable competitive advantage from here. The present study also emphasizes important and indispensable parts of green marketing and sustainable consumption, especially brand loyalty and trust.