Author: Dennick Joby, Anushree B Nair Aggie Dena George
DOI Link: https://doi.org/10.70798/Bijmrd/04042033
Abstract: The growing emphasis on environmental sustainability has significantly influenced contemporary branding and consumer behaviour. This study examines the impact of green brand trust and emotional– psychological drivers on sustainable purchase intention and behaviour. A quantitative research design was adopted using a structured questionnaire distributed through Google Forms. A total of 55 valid responses were collected from individuals below the age of 45, primarily students and young professionals. Data were measured using a five-point Likert scale (1 = Strongly Agree, 5 = Strongly Disagree).
Descriptive results indicate moderate to strong agreement toward environmental concern (Mean = 2.27) and emotional drivers (Mean = 2.34), suggesting that respondents generally perceive themselves as environmentally responsible and emotionally connected to sustainable consumption. Green brand trust (Mean = 2.61) and purchase intention (Mean = 2.41) reflect positive attitudes toward eco-friendly brands, while sustainable purchase behaviour (Mean = 2.82) indicates moderate engagement in green purchasing. Green brand communication recorded a comparatively weaker perception (Mean = 2.92), highlighting scope for improved transparency.
Correlation analysis reveals that green brand communication is strongly associated with green brand trust (r = 0.65). Emotional drivers demonstrate the strongest influence on purchase intention (r = 0.77) and purchase behaviour (r = 0.75). Sustainable purchase intention also shows a strong relationship with actual behaviour (r = 0.76). The findings suggest that emotional engagement plays a more dominant role than communication alone in driving sustainable consumer behaviour.
Keywords: Green Brand Trust, Sustainable Purchase Behaviour, Emotional Drivers, Environmental Concern, Green Brand Communication, Sustainable Consumer Behaviour.
Page No: 265-277