Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource R, Naveen Kumar; C, Neerupa; R, Muthukrishnan; G, Vengatesan; T, Muthu Kumar Title A name given to the resource Green is the new beautiful: exploring the role of sustainability in building brand equity in cosmetic brands Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived European Journal of Management Studies;pp.1-19 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/EJMS-07-2025-0092" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/EJMS-07-2025-0092</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105038360122?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105038360122?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 Description An account of the resource 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 Subject The topic of the resource Brand equity; Consumer trust; Eco-friendly product innovation; Green brand image; Perceived environmental responsibility; Sustainability Publisher An entity responsible for making the resource available Emerald Publishing Relation A related resource ISSN: 21834172; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource All Open Access; Gold Open Access Format The file format, physical medium, or dimensions of the resource online