Unveiling the Sustainable Path: Exploring the Nexus of Green Marketing, Service Quality, Brand Reputation, and Their Impact on Brand Trust and Purchase Decisions

Abstract

This study's goal is to investigate the impact of green marketing, service quality, and brand reputation on brand trust and purchase decisions within the electronics, apparel, and cosmetic industry brands, utilizing quantitative techniques. The study gathered data from a sample of 400 participants, of which 348 responses were received. To collect data efficiently, an electronic survey questionnaire was employed, utilizing Google Forms as a tool for both questionnaire formation and distribution. The sample was chosen by the use of random sampling methods, ensuring a representative cross-section of consumers from the target industries. Data analysis was to evaluate the relationships between green marketing, service quality, brand reputation, brand trust, and purchase decisions. The results demonstrated significant positive correlations between green marketing, service quality, and brand reputation with brand trust and purchase decision. These findings highlight the importance of incorporating environmentally friendly practices, maintaining high service standards, and cultivating a positive brand image to foster trust among consumers. Furthermore, the study revealed that brand trust plays a vital role in shaping purchase decisions. When consumers perceive a brand as trustworthy, they are more likely to make purchases from that brand, demonstrating the interdependency between brand trust and purchase behavior. Practical implications for businesses operating in the electronics, apparel, and cosmetic industry are evident from these findings. By adopting and promoting green marketing strategies, companies can enhance their brand trust and attract environmentally conscious consumers. Investing in service quality improvements will not only elevate brand trust but also positively influence purchase decisions. Moreover, nurturing a strong brand reputation can significantly impact brand trust and purchase decision, ultimately driving sales and customer loyalty.