The Impact of Green Marketing on Brand Equity

Abstract

This study explores the relationship between excessive product packaging and green brand equity, aiming to understand how consumer perceptions of packaging practices influence their assessment of a brand’s environmental credibility. Employing a robust quantitative methodology, the research integrates the Theory of Planned Behavior and Green Marketing theories to frame its conceptual foundation. Data were collected from 400 respondents using structured questionnaires, and regression analysis revealed a significant positive relationship between excessive product packaging and green brand equity. The findings suggest that while excessive packaging may appear counterintuitive in promoting sustainability, it can enhance green brand equity when perceived as innovative or premium. These results offer valuable insights for businesses, emphasizing the importance of strategic packaging decisions to strengthen brand reputation in an environmentally conscious market. This study contributes to the literature by providing empirical evidence on the complex interplay between consumer behavior, sustainable practices, and branding, paving the way for future research in green marketing and sustainable business strategies.

Keywords: Excessive Product Packaging, Green Marketing, Green Brand Equity, Pakistan.