Growing awareness of sustainable practices has reshaped both consumer behaviour and corporate strategy. As environmental consciousness increases, organizations are revisiting traditional marketing approaches and integrating eco-friendly strategies into core branding. This study examines how environmentally responsible marketing practices contribute to sustainable brand equity using secondary data from existing research, corporate reports, and industry analyses. It explores how authentic communication, transparency, and genuine environmental commitment influence consumer trust, brand perception, and purchase decisions. The study also highlights the challenges of greenwashing, demonstrating that misleading sustainability claims can harm corporate reputation and undermine long-term loyalty. By evaluating the alignment between sustainability messaging and actual corporate actions, the research emphasizes the importance of ethical marketing practices. Findings indicate that enduring brand value is achieved not merely through environmental messaging, but through consistent, measurable sustainability initiatives communicated transparently. Authenticity and strategic coherence emerge as essential determinants of long-term relationships with environmentally conscious consumers.
Green marketing, Sustainable brand equity, Consumer trust, Transparency, Greenwashing, Ethical marketing, Brand image, Environmental sustainability.
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