Role of Green Branding in Consumer Decision-Making

Abstract

Sustainability continues shifting from a marginal concept in consumer consciousness to a central focus in the present decade. Therefore, organizations have continued to adapt to their branding strategies. Green branding, reflecting sustainable environmental practices and products, is a significant instrument that organizations can use to tap into the modern customer majority’s preference for green products and services. This editorial examines green branding and its impact on consumer loyalty and purchasing behavior in various countries, particularly Pakistan.