In recent years, environmental issues such as climate change, pollution, and resource depletion have gained global attention. As a result, consumers are becoming more aware of the environmental impact of their purchasing decisions. This growing awareness has encouraged companies to adopt green branding strategies to present their products and practices as environmentally friendly. The main objective of this research paper is to examine the impact of green branding on consumer purchase intentions in emerging markets using secondary data. The study focuses on important factors such as consumer trust, brand image, and the credibility of environmental claims. It also explores how modern technologies like artificial intelligence help companies promote sustainable products more effectively. The research is based on secondary data collected from journals, articles, and research papers. The findings suggest that green branding has a positive influence on consumer purchase decisions, especially when consumers trust the brand and believe in its environmental claims. The study provides useful insights for marketers and highlights the importance of sustainable marketing practices in emerging economies.
Green Branding, Consumer Behavior, Sustainability, Emerging Markets, Purchase Intention.
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