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Impact of Green Marketing Claims on Consumer Trust and Brand Loyalty
Subject area: Management and Commerce · Area of research: Marketing
DOI: https://doi.org/10.64388/IREV9I8-1714315
Abstract
The growing concern for environmental sustainability has significantly transformed consumer expectations and marketing practices. Green marketing has emerged as a strategic approach through which organizations communicate their environmental responsibility. However, the increasing incidence of exaggerated or misleading environmental claims has raised concerns regarding consumer trust and long-term brand loyalty. This study examines the impact of green marketing claims on consumer trust and brand loyalty, with particular emphasis on the mediating role of trust. A descriptive research design was adopted, and primary data were collected from urban consumers using a structured questionnaire. The findings indicate that transparent, authentic, and verifiable green marketing claims positively influence consumer trust, which subsequently enhances brand loyalty. The study highlights the need for ethical green marketing practices to ensure sustainable consumer relationships and long-term brand success.
Keywords
Green Marketing, Consumer Trust, Brand Loyalty, Sustainability, Greenwashing
References
[1] Amir, T. (2024). Impact of Green Marketing on Consumer Trust and Buying Behavior. Journal of Sustainable Marketing.
[2] Patil, B. S., & Verma, P. (2025). Green Marketing Strategies and Their Impact on Brand Loyalty. Journal of Business Sustainability.
[3] Prasanthi, M. (2025). Greenwashing versus Green Marketing: Consumer Perception and Trust. Global Journal of Management Research.
[4] Vinoth, S. (2023). Green Loyalty and the Mediating Role of Green Trust. Asian Journal of Marketing Research.
[5] Yawalkar, P. (2025). Eco-Friendly and Greenwashed Claims and Consumer Trust. Journal of Consumer Behavior.
How to cite this paper
@article{1714315,
author = {Bothuku Amarnath},
title = {Impact of Green Marketing Claims on Consumer Trust and Brand Loyalty},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {9},
number = {8},
pages = {814-816},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1714315.pdf},
abstract = {The growing concern for environmental sustainability has significantly transformed consumer expectations and marketing practices. Green marketing has emerged as a strategic approach through which organizations communicate their environmental responsibility. However, the increasing incidence of exaggerated or misleading environmental claims has raised concerns regarding consumer trust and long-term brand loyalty. This study examines the impact of green marketing claims on consumer trust and brand loyalty, with particular emphasis on the mediating role of trust. A descriptive research design was adopted, and primary data were collected from urban consumers using a structured questionnaire. The findings indicate that transparent, authentic, and verifiable green marketing claims positively influence consumer trust, which subsequently enhances brand loyalty. The study highlights the need for ethical green marketing practices to ensure sustainable consumer relationships and long-term brand success.},
keywords = {Green Marketing, Consumer Trust, Brand Loyalty, Sustainability, Greenwashing},
month = {February},
doi = {https://doi.org/10.64388/IREV9I8-1714315}
}