The Role of Green Marketing in Shaping Sustainable Brand Perception : A Systematic Literature Review

Abstract

This study investigates the contribution of green marketing practices to the development of a sustainable brand image through a systematic literature review (SLR) of contemporary research. The study synthesises previous research from the peer reviewed academic sources in order to identify the most important green marketing strategies that include sustainable packaging, corporate social responsibility (CSR), eco labelling, green advertising, and carbon disclosure and then evaluates how thosse strategies influence consumers’ perceptions of brand sustainability. The findings are important in demonstrating that the effectiveness of green marketing does not depend solely on undertaking sustainable initiatives but on effectively and honestly embedding them across the entirety of the marketing mix. The major theme to consumer trust is underlined, because only issues ranging from greenwashing, lack of standardization, bad communication; makes it completely dubious. It also uncovers a large attitude-behaviour gap in consumers – their preferences for sustainable practices are well known, but they often fail to act on them because they don’t believe the product works or is convenient enough or too expensive. The way green messaging gets received also depends on cultural, generational and contextual factors as Millennials and Gen Z are more sensitive to transparent, tech enabled and value driven communication. The final piece of the study asserts that green marketing can aid in the brand sustainability if it truly addresses the facts of the environment and integrates consumers in a culturally acceptable and scientifically sound manner.