Ethical Marketing Strategies and Consumer Behavior: The Mediating Role of Green Brand Image

As environmental concerns escalate, sustainable consumption has become particularly essential in developing countries. This research explores how ethical celebrity endorsements, ethical promotional efforts, and sustainable packaging influence consumer behavior, with green brand image as a mediator. Data from 322 cosmetics consumers were analyzed via SmartPLS 4. Results indicate sustainable packaging has the strongest impact followed by ethical promotional programs and ethical celebrity endorsements. Mediation analysis reveals green brand image significantly mediates these relationships, with an indirect effect of 0.25 on purchase intentions. These findings highlight rising sustainability demands in cosmetics and ethical branding’s role in bolstering consumer trust and loyalty. Advertisers face the task of integrating sustainable packaging, ethical endorsements, and principled promotions to engage and retain eco-aware consumers. This study offers strategic insights for policymakers and industry leaders to advance sustainable practices and green economy goals comprehensively.