Impact of Green Brand Image, Green Satisfaction, Green Trust on Brand Equity with Mediating Role of Green Word of Mouth (A study of Clothing Fashion Brands)

Abstract

This study investigates the Impact of Green Brand Image, Green Satisfaction, Green Trust on Brand Equity with Mediating Role of Green Word of Mouth (A study of Clothing Fashion Brands). Due to the increasing demand for sustainable practices in consumer markets, green branding has made green branding a vital strategy for fashion brands aiming to maintain competitive advantage and consumer loyalty. A quantitative research approach was adopted, and data was collected through a structured questionnaire from 384 respondents familiar with eco-conscious fashion brands. The data were analyzed using SPSS, employing correlation, regression, and mediation analyses via bootstrapping techniques. The results demonstrate that all three green brand factors have significant and positive effects on Brand Equity, with Green Brand Image showing the strongest influence. Furthermore, GWOM was found to partially mediate the relationship between each green factor and Brand Equity, indicating that consumers not only value green efforts directly but are also influenced by peer communication and word-of-mouth advocacy. These findings suggest that green branding is both an ethical imperative and a strategic tool for enhancing brand value. The study contributes to the theoretical framework by integrating green branding constructs within the lens of Relationship Marketing Theory and offers practical implications for fashion brands to improve sustainability communication, build trust, and engage consumers in environmental advocacy. It also highlights the role of GWOM as a powerful mechanism in amplifying the effects of green branding. Finally, the research provides a foundation for future studies exploring consumer behavior in sustainability-driven markets, particularly in emerging economies.