Title: Association between green brand trust, green brand credibility, green brand equity on perceived value and purchase intention towards green product

Authors: Harish Kumar; Sargam Bahl Walia

Addresses: Graphic Era Hill University, Uttarakhand, India ' Graphic Era Hill University, Uttarakhand, India

Abstract: The proposed study aims to understand the association between the green brand trust, green brand credibility, green brand equity on perceived value and purchase intention towards green product at Dehradun, Uttarakhand, India. This study is a combination of descriptive and exploratory research. Both primary and secondary sources of data collection has been used for the study. For this research, a survey of 300 respondents has been taken into consideration. A close-ended questionnaire has been used to collect information from the respondents. A conceptual model has been proposed in the study, which has been statistically tested using correlation and regression analysis. The study results show that green brand trust, green brand credibility, green brand equity has a significant association with perceived value. Meaningful association between perceived value and purchase intention of green products has also been revealed in this study. The research results show that the drivers of instilling a favourable intent towards green product purchase are green brand trust, green brand credibility, green brand equity and perceived value.

Keywords: green brand trust; green brand credibility; green brand equity; perceived value; green product; sustainability.

DOI: 10.1504/IJBEX.2025.146977

International Journal of Business Excellence, 2025 Vol.36 No.3, pp.364 - 378

Received: 20 Nov 2020
Accepted: 02 Aug 2021
Published online: 10 Jul 2025 *

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