Green Influence: The Power of Credibility in Boosting Sustainable Online Brands

  • Authors

    • U. Karthigai Selvi Research Scholar & Assistant Professor (Part Time – Int), Department of Commerce, Faculty of Science and Humanities, SRM Institute of Science and Technology, Ramapuram, Chennai. India
    • Dr. J. Sabitha Associate Professor & Research Supervisor, Department of Commerce, Faculty of Science and Humanities, SRM Institute of Science and Technology, Ramapuram, Chennai. India
    https://doi.org/10.14419/n6xzv470

    Received date: May 18, 2025

    Accepted date: August 31, 2025

    Published date: October 29, 2025

  • Green Marketing, Brand Credibility, Sustainable Online Brands, Consumer Trust, SPSS Analysis, Environmental Certifications, Purchase Intentions, Transparency, Digital Marketing, Eco-friendly Products

  • Abstract

    This study explores how important brand reputation is to increasing the efficacy of green marketing tactics for internet firms. Building cred-ibility has become crucial for businesses hoping to successfully market their green initiatives, as consumer knowledge of environmental concerns and the need for sustainable products have grown. A brand's performance in the marketplace is greatly influenced by its capacity to authentically and transparently convey its sustainability initiatives to more discriminating consumers. The study takes a quantitative approach, analyzing data from a sample of 500 respondents using SPSS. The study's main conclusions show that elements like third-party environ-mental certifications, open communication, and consistent messaging are important in determining customer trust and purchasing intentions. It was discovered that these components greatly increased the perceived legitimacy of a brand's environmental promises. The study advances knowledge of how credibility increases the impact of green marketing techniques in the digital marketplace by emphasizing the significance of brand credibility. The results provide online firms looking to improve their sustainability initiatives with insightful information that will help them increase customer engagement and create more successful green marketing campaigns.

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  • How to Cite

    Selvi , U. K. ., & Sabitha , D. J. . (2025). Green Influence: The Power of Credibility in Boosting Sustainable Online Brands. International Journal of Accounting and Economics Studies, 12(6), 919-926. https://doi.org/10.14419/n6xzv470