Assessing the impact of green marketing on consumer brand perception

Abstract

The growth of environmental awareness among consumers is transforming modern approaches to developing marketing strategies and implementing company «green» initiatives. This article aimsto explore the relationship between the use of green marketing and consumer brand perception, enabling the assessment of the effectiveness of such practices in building brand loyalty, trust, and emotional engagement. Мethods. The methodological foundation of the study is based on general scientific methods: analysis of academic literature, synthesis, and generalization for the theoretical elaboration of the essence of green marketing, as well as content analysis to identify its key implementation tools. The study’s results allowed for the systematization of the main instruments of ecological marketing, including eco-friendly packaging, certification, eco-labeling, information transparency, use of recycled materials, eco-branding, and environmental communication. The study confirmed a direct link between the use of these tools and the level of consumer trust and their perception of the brand’s responsibility, reliability, and ethical conduct. It was revealed that consumers are more inclined to choose products from brands that demonstrate genuine environmental efforts, even at a higher price, indicating the growing importance of eco-conscious behavior in decision-making. Based on the generalized data, a model was developed to demonstrate the mechanism through which green marketing influences brand perception via the following components: rational evaluation (e.g., environmental certification, information transparency), emotional perception (e.g., brand identification, value alignment), and behavioral response (e.g., loyalty, repeat purchase, willingness to recommend). The conclusions emphasize the importance of strategically integrating green marketing into brand management. The proposed model holds practical relevance for enhancing the environmental competitiveness of brands and fostering sustainable consumer relationships.