Linking Social Responsibility and Green Marketing to Green Brand Equity: Evidence of the Mediating Role of Green Brand Image– A Conceptual Analysis

This study aims to examine the relationship between corporate social responsibility and green marketing to Green Brand Equity, with green brand image as a mediating variable. At a time of growing concern for the environment, all companies are confronted by the necessity to construct an authentic image on environmental issues through sustainable progress. The Somethinc brand is one case where the consumer harbours skepticism towards green claims and even though it may have indulged in green marketing or CSR practices. This study uses a theoretical approach grounded in Stakeholder Theory and Signaling Theory, demonstrating that green brand image plays a vital role in connecting green marketing and CSR to Green Brand Equity. The findings of these conceptual analyses indicate that both strategies, provided they are openly and consistently communicated about can form the basis for enhancing green brand equity by way of promoting an authentic sustainable offer. This research provides companies with insights for designing effective green marketing strategies and highlights the importance of integrating sustainability values across all aspects of business operations.