Exploring the Antecedents of Green Branding and Their Effect on Brand Loyalty

In today’s business landscape, sustainability plays a crucial role in shaping consumer preferences and brand perceptions. With more customers preferring eco-friendly products, companies understand the need to integrate green branding as a strategy for brand differentiation and creating competitive advantage. While many brands claim to be eco-friendly, some engage in misleading practices. This study examines how consumers perceive green branding efforts of organizations especially in the Apparel industry and aims to explore the factors that leads to Green-branding success .The study integrates multiple variables—such as Green Brand Image, Green Brand Transparency, and Green Brand Innovation—to comprehensively analyze how different aspects of green branding influence brand loyalty. This study follows a quantitative approach by collecting data from 305 respondents in Kerala. After analysing the data using the statistical software JAMOVI.2.3.28., it was found that there is a positive correlation between the Green-branding trends and brand-loyalty and how the green brand image, green transparency and green innovations contributes to long-term consumer commitment and loyalty. The study is particularly relevant during this era where sustainability provides a competitive edge to many companies and marketers strives to build brand loyalty through green marketing.