Integrated perspective of eco-innovation, green branding, and sustainable product: a case of an emerging economy

Abstract

Climate complexities and environmental problems not only brought changes in organizational practices but also changed the consumer purchasing pattern. Consumers nowadays have become more cautious regarding the consumption pattern of firms due to ecological footprints. This increased awareness influences their buying decisions pattern which leads to the increased demand of sustainable products. Eco-innovation, in this regard, appears to be an effective tool that helps firms to incorporate ecological constraints into business practices in order to develop green branding which ultimately leads to green loyalty. Drawing on literature from existing literature, the study developed a complex framework and established the plausible relationship among outlined constructs. By utilizing PLS methodology, measurement and structural models were assessed. Results echo that eco-innovation and green branding lead to sustainable product. Moreover, evidence also indicate that eco-innovation, and sustainability positively influence green loyalty. Based on the evidence, study proposed some implications which may be helpful for policy makers to maintain the sustainability of a firm.

Keywords:

• Eco-innovation
• green branding
• sustainable engagement

JEL CODES:

• M38; Q01; Q56

Acknowledgments

This project was mainly funded by: 2022 Discipline Co-construction Project of the 14th Five-Year Plan of Philosophy and Social Sciences of Guangdong Province “Multi-agent influencing Factors and Mechanism of Digital Transformation of Manufacturing industry in Guangdong Province” (GD22XGL41), “Research on the Impact of Psychological Contract Construction on Enterprise Performance in Live Broadcasting Marketing – Based on Artificial Intelligence Simulation Method” (GD22XGL42, and “Research on the Impact of Metaphors in E-commerce Text Language on Consumer Empathy–Analysis Based on Pearl River Delta Enterprises” (GD21CGL07). This research is partly funded by Van Lang University, Vietnam.

Disclosure statement

There are no competing or conflicts of interest to declare.