Sustainable Packaging in the Supply Value Chain: Mitigating Product Confusion and Green Skepticism through Strategic Green Marketing

With the rise of technology and social media, people are becoming more aware of their impact on the environment and society. As a result, businesses are adopting green marketing strategies, such as eco-labels and green advertising, to highlight the environmental benefits of their products. Grounding in the circular economy theory, this research investigates the impact of excessive product packaging on product confusion, green skepticism, and green brand equity in the electronics industry, using data gathered from consumers in Pakistan. The study reveals that excessive packaging significantly contributes to product confusion, as unclear or excessive packaging confuses consumers about the environmental benefits of a product, leading to green skepticism and ultimately hurting green brand equity. The findings suggest that, instead of green washing and pretending to do something when less performed, brands should focus on building trust through constant, dependable, and truthful environmental messaging. Companies can ensure that product confusion and skepticism do not prevail and instead protect and even fortify green brand equity for competitive advantage in an increasingly eco-conscious market. Overall, this study presents valuable insights for marketers within the electronics industry and more broadly, offering pragmatic strategies for enhancing sustainability communication and aligning marketing efforts with real environmental actions for sustainable growth.