Green Branding and Consumer Trust: A Study on Eco-Friendly Initiatives by Automobile Brands

Abstract

Purpose: The purpose of this study is to assess the influence of green branding initiatives on consumer trust in the automobile sector, particularly in the context of increasing environmental awareness and sustainability expectations. As automobile brands adopt eco-friendly strategies in promotion, production, and communication, understanding how these initiatives affect consumer perceptions becomes crucial. This study aims to evaluate the extent to which such green branding practices shape consumer trust, thereby offering insights for marketers, brand strategists, and sustainability advocates in the automobile industry

Design/Methodology/Approach: The study follows a quantitative and descriptive research design, using a structured questionnaire to collect data from 100 respondents in Kochi, Kerala, through both online and offline modes. The questionnaire included 10 Likert-scale items—five on green branding and five on consumer trust. A non-probability convenience sampling method was used to select participants familiar with eco-friendly automobile branding practices. The data was analyzed using descriptive statistics, Cronbach’s Alpha for reliability, Pearson correlation, and simple linear regression to assess the relationship between green branding and consumer trust.

Findings/Result: The study found a moderate positive relationship between green branding initiatives and consumer trust in automobile brands, with a Pearson correlation coefficient of 0.503 (p < 0.01). Regression analysis showed that green branding explains 25.3% of the variance in consumer trust (R² = 0.253), and the regression coefficient (B = 0.522, p < 0.001) confirmed a significant positive impact. Among the trust-related factors, honesty recorded the highest mean score, indicating its key role in influencing trust. These results support the rejection of the null hypothesis and confirm that effective green branding significantly enhances consumer trust.

Originality/Value: The study uniquely contributes to existing literature by empirically demonstrating the significant impact of green branding on consumer trust in the automobile sector, offering practical insights for sustainable brand positioning.

Paper Type: Empirical Research.