Impact of Green Brand-Equity on Responsible Consumption Behaviour toward Eco-Friendly Products
Year: 2026
Type: article
Study design: Observational Study
Abstract: ABSTRACT Increasing environmental consciousness toward environment among Generation Z has strengthened the sustainable marketing strategies in the present world. However, there is limited research done on examining the way the green brand-equity(GBE) dimensions influences responsible consumption behaviour. This study observes the role of GBE dimensions on responsible consumption behaviour of the Generation Z consumers toward eco-friendly products. The study is Grounded with Aaker’s Brand Equity Model and the theory of Planned-Behaviour (TPB). A quantitative research method design is adopted with a structured questionnaire. The findings reveals that GBE very much influence the responsible consumption behaviour, with green brand-trust & loyalty playing prominent roles. The study contributes to sustainability marketing literature by integrating branding theory with pro-environmental behavioural frameworks in the context of emerging markets. Managerial implications suggest that firms must strengthen authentic green positioning to foster long-term responsible consumption among young consumers. The research offers theoretical and practical insights into leveraging brand equity as an important element for promoting the sustainable consumption patterns. Keywords: Green Brand-Equity, Responsible Consumption Behaviour, Eco-friendly Products, Sustainability, Generation Z.
Authors: GOUTHAM S, DR SHARMILA S
Institution: Bengaluru City University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7212379530