Greenwashingandgreenpurchasebehaviorhavebecomesignificanttopicsincontemporarymarketingandconsumerbehaviorresearch.Greenwashingreferstothedeceptivepracticesemployedbycompaniestofalselyportraytheirproductsorservicesasenvironmentallyfriendly,oftenmisleadingconsumerswhoprioritizesustainability.Ontheotherhand,greenpurchasebehaviorreflectsconsumers'deliberatechoicestobuyeco-friendlyproducts,drivenbyenvironmentalconcernsandpersonalvalues.Thisstudyexploresthemediatingrolesofgreenbrandimageandgreenbrandloyaltyintherelationshipbetweengreenwashingandgreenpurchasebehavior.Greenbrandimagerepresentsconsumers'perceptionsofabrand'sgenuinecommitmenttoenvironmentalsustainability,whilegreenbrandloyaltyreflectstheirlong-termpreferenceandtrustinsuchbrands.Byexaminingthesemediatingfactors,theresearchaimstoprovideinsightsintohowcompaniescanbuildauthenticgreenbrandingstrategiesandfosterconsumertrust,ultimatelyencouragingsustainableconsumption.Thefindingswillcontributetobothacademicliteratureandpracticalmarketingstrategiesinthecontextofcorporateenvironmentalresponsibilityandconsumerdecision-making.
