Impact of Green Marketing Claims on Consumer Trust and Brand Loyalty

• Author(s): Bothuku Amarnath
• Paper ID: 1714315
• Page: 814-816
• Published Date: 16-02-2026
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 9 Issue 8 February-2026

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

Citations

IRE Journals:
Bothuku Amarnath "Impact of Green Marketing Claims on Consumer Trust and Brand Loyalty" Iconic Research And Engineering Journals Volume 9 Issue 8 2026 Page 814-816 https://doi.org/10.64388/IREV9I8-1714315

IEEE:
Bothuku Amarnath "Impact of Green Marketing Claims on Consumer Trust and Brand Loyalty" Iconic Research And Engineering Journals, 9(8) https://doi.org/10.64388/IREV9I8-1714315