Impact of Green Marketing Claims on Consumer Trust and Brand Loyalty

The growing concern for environmental sustainability has significantly transformed consumer expectations and marketing practices. Green marketing has emerged as a strategic approach through which organizations communicate their environmental responsibility. However, the increasing incidence of exaggerated or misleading environmental claims has raised concerns regarding consumer trust and long-term brand loyalty. This study examines the impact of green marketing claims on consumer trust and brand loyalty, with particular emphasis on the mediating role of trust. A descriptive research design was adopted, and primary data were collected from urban consumers using a structured questionnaire. The findings indicate that transparent, authentic, and verifiable green marketing claims positively influence consumer trust, which subsequently enhances brand loyalty. The study highlights the need for ethical green marketing practices to ensure sustainable consumer relationships and long-term brand success.