Investigating brand experience and corporate social responsibility: unravelling green brand insights for sustainable consumer behavioural outcomes

This study seeks to investigate the role of green brand experience, comprising dimensions such as sensory, affective, behavioural, intellectual and green brand corporate social responsibility in impacting consumer behavioural outcomes such as word-of-mouth and purchase intention. Using a purposive sampling approach, data was collected via an online survey over a one-month period. The data was analysed via SmartPLS version 4.0. The findings show the significant positive effects of affective and intellectual brand experience on word-of-mouth. In addition, sensory and affective brand experience impacted purchase intention, while green brand corporate social responsibility influenced both word-of-mouth and purchase intention. The findings offer green brand managers valuable insights into the efficient allocation of resources and the effective formulation of sustainable marketing strategies aimed at increasing brand equity and customer loyalty.