ECO-Branding: Consumer Responses to Sustainability Claims in Advertising
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| Natura: | Recurso digital |
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2026
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| author | Karmarkar, Gayatree Anand |
| author_facet | Karmarkar, Gayatree Anand |
| contents | <p><strong><em><span>Abstract</span></em></strong></p> <p><strong><em><span><span> </span></span></em></strong><em><span lang="EN-IN">Eco-branding has recently become an essential marketing strategy, highlighting the increasing consumer consciousness regarding environmental concerns and the need for sustainable business practices. This study examines how consumers react to sustainability assertions made in branding and marketing messages. Utilizing cross-disciplinary research from marketing, psychology, and environmental studies, the study examines the impact of eco-branding on shaping consumer perceptions, attitudes, and buying behavior.</span></em></p> <p><em><span lang="EN-IN">The study highlights crucial elements that influence consumer reactions, such as the perceived genuineness of environmental assertions, the lucidity and openness of communication, and the consistency between brand image and sustainability stories. It additionally examines how "greenwashing"—in which false or overstated environmental assertions create consumer doubt and opposition—affects brand trustworthiness. The study additionally analyzes demographic and psychographic factors like age, education, and environmental awareness that influence consumer reactions to eco-friendly communications.</span></em></p> <p><em><span lang="EN-IN">Results indicate that although eco-branding can enhance customer loyalty and brand value, its effectiveness mainly relies on authenticity, consistency, and true corporate dedication to sustainability. The document emphasizes effective strategies for marketers aiming to responsibly utilize eco-branding, such as third-party certifications, lifecycle disclosures, and stakeholder involvement.</span></em></p> <p><em><span lang="EN-IN">In the end, this paper enhances the comprehension of the role sustainability claims play in the branding ecosystem and provides guidance for brands seeking to maneuver through the intricate terrain of eco-friendly marketing. Through the synthesis of existing research, the paper highlights the significance of honesty and clarity in fostering enduring consumer trust within a progressively eco-aware marketplace.</span></em></p> <p> </p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_19249916 |
| institution | Zenodo |
| language | |
| publishDate | 2026 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | ECO-Branding: Consumer Responses to Sustainability Claims in Advertising Karmarkar, Gayatree Anand Keywords: Branding, Eco branding, consumer <p><strong><em><span>Abstract</span></em></strong></p> <p><strong><em><span><span> </span></span></em></strong><em><span lang="EN-IN">Eco-branding has recently become an essential marketing strategy, highlighting the increasing consumer consciousness regarding environmental concerns and the need for sustainable business practices. This study examines how consumers react to sustainability assertions made in branding and marketing messages. Utilizing cross-disciplinary research from marketing, psychology, and environmental studies, the study examines the impact of eco-branding on shaping consumer perceptions, attitudes, and buying behavior.</span></em></p> <p><em><span lang="EN-IN">The study highlights crucial elements that influence consumer reactions, such as the perceived genuineness of environmental assertions, the lucidity and openness of communication, and the consistency between brand image and sustainability stories. It additionally examines how "greenwashing"—in which false or overstated environmental assertions create consumer doubt and opposition—affects brand trustworthiness. The study additionally analyzes demographic and psychographic factors like age, education, and environmental awareness that influence consumer reactions to eco-friendly communications.</span></em></p> <p><em><span lang="EN-IN">Results indicate that although eco-branding can enhance customer loyalty and brand value, its effectiveness mainly relies on authenticity, consistency, and true corporate dedication to sustainability. The document emphasizes effective strategies for marketers aiming to responsibly utilize eco-branding, such as third-party certifications, lifecycle disclosures, and stakeholder involvement.</span></em></p> <p><em><span lang="EN-IN">In the end, this paper enhances the comprehension of the role sustainability claims play in the branding ecosystem and provides guidance for brands seeking to maneuver through the intricate terrain of eco-friendly marketing. Through the synthesis of existing research, the paper highlights the significance of honesty and clarity in fostering enduring consumer trust within a progressively eco-aware marketplace.</span></em></p> <p> </p> |
| title | ECO-Branding: Consumer Responses to Sustainability Claims in Advertising |
| topic | Keywords: Branding, Eco branding, consumer |
| url | https://doi.org/10.5281/zenodo.19249916 |