Green is the new beautiful: exploring the role of sustainability in building brand equity in cosmetic brands
subject: Brand equity; Consumer trust; Eco-friendly product innovation; Green brand image; Perceived environmental responsibility; Sustainability
description: Purpose This study investigates how embracing environmental responsibility and eco-friendly innovation in cosmetic brands cultivates brand equity. It specifically explores the mediating roles of a green brand image and consumer trust in driving sustainable value creation through these initiatives. Design/methodology/approach A quantitative research design was employed using survey data from 326 online respondents, mainly young and educated females. A structured questionnaire with Likert-scale items adapted from validated studies measured environmental responsibility, eco-friendly product innovation, green brand image, consumer trust and buying engagement. Data analysis included reliability testing, factor analysis and structural equation modeling with bootstrapping to examine direct and mediating relationships. Findings The study results show that perceived environmental responsibility strongly predicts buying engagement and significantly improves green brand image and consumer trust. Eco-friendly product innovation positively influences consumer trust but does not directly strengthen green brand image, indicating that innovation alone is insufficient without clear communication. Green brand image and consumer trust act as key mediators influencing buying engagement. Originality/value This study presents an empirically validated framework explaining how perceived environmental responsibility and eco-friendly innovation enhance brand equity. It highlights the distinct mediating roles of green brand image and consumer trust, emphasizing the importance of transparent communication in aligning sustainability initiatives with consumer perceptions and supporting informed strategic decision-making. Naveen Kumar R, Neerupa C, Muthukrishnan R, Vengatesan G and Muthu Kumar T
creator: R, Naveen Kumar; C, Neerupa; R, Muthukrishnan; G, Vengatesan; T, Muthu Kumar
source: European Journal of Management Studies;pp.1-19
publisher: Emerald Publishing
date: 01-01-2026
rights: All Open Access; Gold Open Access
relation: ISSN: 21834172;
format: online
language: English
type: Article
coverage: R N.K., Kristu Jayanti Institute of Management, Kristu Jayanti (Deemed to be University), Bengaluru, India; C N., Department of Professional Accounting and Finance, School of Commerce, Accounting and Finance, Kristu Jayanti (Deemed to be University), Bengaluru, India; R M., School of Management, Sri Krishna College of Engineering and Technology, Coimbatore, India; G V., School of Commerce, Finance and Accountancy, CHRIST (Deemed to be University), Bangalore, India; T M.K., Department of Management, Rajalakshmi School of Business, Chennai, India