The Impact of Green Brand Trust on Green Brand Equity and Consumer Purchase Behavior in the Indian Automobile Industry and other industries around the world : A Review of Previous Researches

Abstract

This paper explores the growing interest in the concept of green branding and its impact on consumer behavior, with a focus on the Indian automobile industry. With consumers increasingly concerned about the environment, the demand for eco-friendly products and services has risen, leading to greater attention being paid to the role of green branding in shaping consumer behavior. Past research has examined the connection between green brand trust and green brand equity, as well as the influence of green branding on consumer buying behavior in the Indian automobile market. While some studies have found that green brand trust can lead to a preference for eco-friendly vehicles, others have emphasized the importance of cultural and economic factors in understanding the impact of green branding. Despite these findings, more research is needed to understand the impact of green branding on consumer behavior in India. This paper reviews prior research on the subject and provides insights into the relationship between green brand trust and equity, as well as the impact of green branding on consumer purchasing behavior in the Indian automobile industry.