Paper Details

Abstract Sustainability marketing has emerged as a critical strategic approach for firms seeking to align economic objectives with environmental and social responsibilities. As stakeholders increasingly evaluate brands on ethical and sustainability parameters, the role of green branding practices in enhancing brand equity has gained significant scholarly and managerial attention. This study examines whether sustainability marketing initiatives contribute to improved firm-level brand equity in the Indian context, using a purely secondary data–based research design. The study synthesizes evidence from sustainability reports, ESG disclosures, brand valuation rankings, government publications, and peer-reviewed academic literature. A descriptive and analytical approach is employed to examine how sustainability-oriented marketing practices influence key dimensions of brand equity, namely brand awareness, perceived quality, brand associations, and brand loyalty. Firm-level comparisons and trend analysis are used to interpret patterns across industries with varying degrees of sustainability engagement. The findings suggest that Indian firms with consistent and transparent sustainability marketing practices tend to demonstrate stronger brand equity indicators than firms with limited or symbolic sustainability communication. Sustainability marketing appears to function as a trust-enhancing mechanism that strengthens positive brand associations and reinforces long-term stakeholder relationships. However, the effectiveness of such initiatives depends on authenticity, disclosure quality, and alignment with core business practices. The study contributes to marketing literature by consolidating fragmented secondary evidence on sustainability marketing and brand equity within an emerging economy. It offers practical insights for marketing managers and policy implications for strengthening ESG disclosure and sustainable branding frameworks in India.

Keywords: Sustainability Marketing, Brand Equity, Green Branding, ESG Disclosure, Indian Firms