How Green Brands Win Hearts and Influence Purchase Decisions Through Psychological Mechanisms

ABSTRACT This study explores how green branding affects consumer behavior by activating psychological mechanisms. Using survey data from 521 consumers and PLS‐SEM analysis, the research reveals that green branding significantly enhances brand satisfaction, equity, and purchase decisions. Trust, commitment, and attachment act as key mediators, transforming sustainable branding into meaningful consumer action. The findings provide actionable insights for marketers aiming to build emotionally resonant, identity‐aligned green brands, and for policymakers promoting sustainable behavior. By framing green branding as a deeper psychological and identity‐driven process, the study advances both theory and practice in sustainable marketing.