Sustainability and Social Responsibility

Green Branding: Role of Transparency and Source Credibility

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Abstract

Consumers' favorable attitudes toward environmentally conscious brands, corporate strategies, and marketing tactics are growing. One market study found that Gen Zers think sustainability is more important than brand identity regarding purchasing decisions (Forbes, 2022). To attract these sustainability-concerned consumers, apparel brands are focusing on green branding. The process of developing a distinctive identity for a brand based on aspects of environmental, social, and economic sustainability can be defined as green branding. One of the ways to promote green branding is through information transparency (Bhaduri & Ha-Brookshire, 2015). Moreover, brands can attain positive consumers attitude toward brands’ disclosed information by exhibiting source credibility (Mim et al., 2022a). Based on these findings, this study explored how green branding with transparency and source credibility can achieve consumers' brand attachment, trust, and loyalty.

Keywords: Sustainability, Transparency, Credible sources

How to Cite:

Mim, K., Haque, F. & Jai, T. (., (2024) “Green Branding: Role of Transparency and Source Credibility”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17506