DRIVING GREEN BRAND EQUITY FROM GREEN MARKETING: THE INTERVENING MECHANISMS OF BRAND IMAGE AND PURCHASE INTENTION IN SHAPING THE GREEN CONSUMER JOURNEY

Abstract

This study investigates how Green Marketing (GM) contributes to sustainable brand outcomes in Pakistan’s textile industry by examining the intervening roles of Green Brand Image (GBI) and Green Purchase Intention (GPI). It specifically evaluates their effects on Customer-Based Brand Equity (CBBE), Consumer Behavior (CB), and Green Loyalty (GL). The study adopted a quantitative, cross-sectional research design and used a structured questionnaire to collect consumer data. The proposed relationships were examined using Partial Least Squares Structural Equation Modeling (PLS-SEM). The framework integrates brand equity, behavioral, signaling, and stimulus-response perspectives to explain the green consumer journey. The results reveal that GM significantly influences GBI (β = 0.617, p < 0.001), while GBI significantly predicts CBBE (β = 0.991, p < 0.001) and GL (β = 0.600, p < 0.001). GBI significantly mediates GM–CBBE (β = 0.593, p < 0.001), GM–CB (β = 0.368, p < 0.001), and GM–GL (β = 0.370, p < 0.001). GPI also significantly mediates GM–CB (β = 0.655, p < 0.001), whereas GM–GPI–CBBE is insignificant (β = −0.032, p = 0.319). This study contributes by integrating perceptual and behavioral mechanisms within a unified green marketing framework and demonstrates how green marketing can translate into stronger brand equity, loyalty, and consumer responses in an emerging-market context.