Trust in Green: How Advertising Resonates Through Environmental Concerns and Product Quality

Abstract

This study investigates the impact of green advertising in building brand trust in the textile industry, with an emphasis on the mediating results of perceived product fine and environmental issues. As environmental sustainability will become more critical in client selection-making, this study seeks to discover how green advertising and marketing impact consumer perceptions and beliefs, specifically in a growing market scenario that includes Pakistan. The study makes use of Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyze information from a dependent survey of 194 respondents in Pakistan's textile sector. The study layout makes use of green marketing as the independent variable, brand trust as the structured variable, and perceived environmental concerns and product quality as mediating variables. The PLS-SEM method is selected for its potential to manipulate complex interactions and small sample sizes are effective. The findings show that green advertising appreciably will increase Emblem's reputation. However, this dating is quite mediated by using perceived product quality and environmental concerns, implying that clients need to investigate the credibility of a brand's environmental statements and the efficacy of its products before gaining trust. The study emphasizes the combined position of rational (product quality) and emotional (environmental concerns) in riding patron conduct.