Influence of Sustainable Branding on Environmentally Conscious Purchase Decisions of Electric Vehicle Consumers: Evidence from Bengaluru

The growing essentiality of environmental challenges has significantly influenced consumer behaviors & driving firms to adopt sustainable branding strategies for attracting eco-friendly consumers. It has emerged as a critical tool for communicating companies’ environmental commitments & simultaneously shaping consumer purchases for ecofriendly products. This study examines the impact of sustainable branding practices on eco conscious consumers with green product purchase intentions which specifically focuses on the roles of brand trust, brand reputation through environmentally friendly products & consumers interpretations for green marketing claims of Suzuki automobiles. This research adopts a quantitative research design which includes primary data collected through systematic questionnaires & secondary data which is administered from eco-friendly consumers. Sustainable branding practices are analyzed in terms of environmental responsibilities, ethical positioning & transparent communications. This study also explores further as of how brand trust & brand reputation contributes for strengthening green branding initiatives and enhancing consumer willingness to purchase environmentally friendly products. Additionally, this research investigates consumers interpretations of sustainability claims to assess their influence on green purchase behavior and the extent to which authenticity perceptions mitigates critical evaluations from potential green washings. The findings are expected to reveal a positive and significant relationship between sustainable branding practices and green purchase intentions among eco-conscious consumers. Brand trust and brand reputation are anticipated to play a mediating role, reinforcing the effectiveness of green branding initiatives. Furthermore, consumers’ positive interpretations of sustainability claims are expected to enhance purchase intention, while exaggerated claims may weaken trust and reduce buying potentials. This study contributes to the existing literature on sustainable marketing and consumer behaviour by providing empirical insights into the mechanisms through which sustainable branding influences green purchase decisions. The study is particularly relevant in the context of increasing consumer awareness for underscoring the importance of authenticity in sustainable branding practices in terms of environmentally friendly situations.