BUILDING GREEN BRAND TRUST MODEL OF ENVIRONMENTAL-CONSCIOUS CONSUMERS BY USING IDENTITY-BASED BRAND MANAGEMENT ON THE EXAMPLE OF NATURAL COSMETIC BRANDS

The study investigates the formation of green brand trust from an
identity-based brand management point of view between environmental-conscious
consumers’ perceptions and a green brand. The study is conducted on the example of
natural cosmetics.
Structural equation modelling was used to test from literature review derived
hypotheses. The final analysis is conducted by using a partial least squares approach.
The findings show that green brand trust is significantly influenced by green brand
green image. The environmental utilitarian benefits have the strongest positive impact
on green brand trust through green brand image. Green perceived risk was not proven
significant.