MARKETING STRATEGIES FOR GREEN AND ETHICAL BRANDS – ROADMAP TO 2047: CONSUMER PERCEPTION, BRAND AUTHENTICITY, AND SUSTAINABLE ADVANTAGE IN INDIA
Keywords:
Green Marketing, Ethical Brands, Brand Authenticity, Sustainable Consumer Behaviour, Vision 2047Abstract
The growing emphasis on environmental sustainability and ethical business practices has significantly transformed consumer behaviour and marketing strategies in India. This study examines the impact of green marketing strategies, brand authenticity, eco-label trust, social media engagement, and perceived value on consumers' purchase intention and brand loyalty, while proposing a strategic roadmap toward India Vision 2047. A quantitative research design was adopted using a structured questionnaire administered to 250 Indian consumers. Data were analysed using descriptive statistics, reliability analysis, correlation analysis, and Structural Equation Modelling (SEM). The findings revealed high consumer acceptance of sustainable brands, with purchase intention (Mean = 4.24), green marketing strategy (Mean = 4.21), and brand loyalty (Mean = 4.16) recording the highest scores. SEM analysis indicated that purchase intention strongly influenced brand loyalty (β = 0.81), followed by brand authenticity (β = 0.74). The study concludes that authentic sustainability communication and ethical branding can strengthen competitive advantage and support India's transition toward sustainable economic development by 2047.
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