Published Online:March 2026
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM010326
DOI:10.71329/IUPJBRM/2026.23.1.28-48
Author Name:Vani Aggarwal, Charu Punjani, Srishti Sinha, Mihika Seth4, Mayank Mohan, Nitya Srivastava and Anirban Bhuyan
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:28-48
The increasing adoption of green marketing on social media has simultaneously led to a rise in greenwashing, intensifying consumer skepticism toward sustainability claims. This paper investigates the relationships between (1) repeated exposure to green social media advertisements and brand credibility; (2) green skepticism and purchase intention; and (3) perceived brand credibility and purchase intention. Primary data was collected using a structured questionnaire with Likert-scale items administered to social media users aged 18-45 years. Regression analysis revealed that repeated exposure to green ads significantly affects brand credibility, green skepticism significantly predicts purchase intention, and brand credibility strongly influences purchase intention. The findings highlight the importance of authentic sustainability messaging and provide insights for brands aiming to strengthen credibility and increase consumer engagement. Managerial and societal implications are discussed, along with recommendations for future research
Sustainability has become a central pillar of contemporary marketing strategy as firms respond to growing environmental concerns and heightened consumer expectations for responsible business conduct. Increasing public awareness of climate change, resource