Building green brand trust 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 a 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 a brand’s 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.