Citation

Abdul Rahman, Rosnani and Ahmad Nazri, Al Malik Faiz and Abdul Halim, Irdina and Yusaini, Muhammad Azim Hakimi and Izahar, Muhammad Hafizuddin and Zulkafly, Nor Alley (2026) Green Branding as a Driver of Consumer Trust and Purchase Intentions. Studies in Big Data, 192. pp. 187-196. ISSN 2197-6503

Text Green Branding as a Driver of Consumer Trust and Purchase Intentions _ Springer Nature Link.pdf - Published Version Restricted to Repository staff only Download (677kB)

Abstract

In today’s world, consumers are becoming more concern about the environment. They demand that brands commit to sustainability and be transparent about it. Green branding, as we call it nowadays, is aligned with these values, and it includes eco-friendly advertising, as well as brands’ clear communication with their customers. This establishes trust and influences their purchasing intentions. Nonetheless, some companies risk their reputation by greenwashing; over-claiming about their concerns for the environment while actually they are not. This review paper explores the relationship between green branding, green washing, consumer trust, and their purchasing intentions. Records from 2018 to 2025 were searched in digital databases, and 20 were selected manually by the researchers. The main finding is that green advertising, brand trust, and consumer behaviour have a significant role in shaping purchasing intentions. It is emphasised that authentic green branding strategies are needed to build and maintain consumer trust. Customers’ behaviour and buying intentions are greatly influenced by effective green branding. This study is significant as it offers valuable insights for brands to understand and utilise green branding to strengthen their relationships with customers, especially those who are environmentally conscious.

Item Type:	Article
Uncontrolled Keywords:	Purchase intentions
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	Faculty of Creative Multimedia (FCM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	29 Oct 2026 07:34
Last Modified:	29 Oct 2026 07:34
URII:	http://shdl.mmu.edu.my/id/eprint/17005

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