International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 7, Issue 4 (July-August 2025) Submit your research before last 3 days of August to publish your research paper in the issue of July-August.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 7 Issue 4
July-August 2025

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

Exploring the Antecedents of Green Branding and Their Effect on Brand Loyalty

Author(s) Dr. Rashmi K R, Mr. Ansa P Sojan
Country India
Abstract In today’s business landscape, sustainability plays a crucial role in shaping consumer preferences and brand perceptions. With more customers preferring eco-friendly products, companies understand the need to integrate green branding as a strategy for brand differentiation and creating competitive advantage. While many brands claim to be eco-friendly, some engage in misleading practices. This study examines how consumers perceive green branding efforts of organizations especially in the Apparel industry and aims to explore the factors that leads to Green-branding success .The study integrates multiple variables—such as Green Brand Image, Green Brand Transparency, and Green Brand Innovation—to comprehensively analyze how different aspects of green branding influence brand loyalty. This study follows a quantitative approach by collecting data from 305 respondents in Kerala. After analysing the data using the statistical software JAMOVI.2.3.28., it was found that there is a positive correlation between the Green-branding trends and brand-loyalty and how the green brand image, green transparency and green innovations contributes to long-term consumer commitment and loyalty. The study is particularly relevant during this era where sustainability provides a competitive edge to many companies and marketers strives to build brand loyalty through green marketing.
Keywords Green branding, Trust, Transparency, Brand image, Brand innovation, Brand loyalty, Sustainability, Green Marketing
Field Business Administration
Published In Volume 7, Issue 4, July-August 2025
Published On 2025-08-13
DOI https://doi.org/10.36948/ijfmr.2025.v07i04.53546
Short DOI https://doi.org/g9w7hs
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 7 Isu 4Cover Page Vol 7 Isu 3Cover Page Vol 7 Isu 2

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9687-828-838 editor@ijfmr.com