Abstract: This paper aims to examine the relationship between green brand trust, green brand equity, and consumer purchasing decisions in the Indian automotive and other global industries. The study involves a comprehensive review of previous studies on the topic to gain insights into how consumers perceive brands' environmental efforts and commitments and how these perceptions influence their purchasing decisions.
Green brand trust and green brand equity are two important factors that affect consumer behavior towards environmentally sustainable brands. Green brand trust refers to the degree to which consumers trust a brand's environmental claims and........
Key Words : Green Brand Trust , Green Brand Equity , Consumer Behaviour , Automobile
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