Linking Social Responsibility and Green Marketing to Green Brand Equity: Evidence of the Mediating Role of Green Brand Image– A Conceptual Analysis

DOI

10.2991/978-94-6239-626-5_28How to use a DOI?

Keywords

Social Responsibility; Green Marketing; Green Brand Equity; Green Brand Image

Abstract

This study aims to examine the relationship between corporate social responsibility and green marketing to Green Brand Equity, with green brand image as a mediating variable. At a time of growing concern for the environment, all companies are confronted by the necessity to construct an authentic image on environmental issues through sustainable progress. The Somethinc brand is one case where the consumer harbours skepticism towards green claims and even though it may have indulged in green marketing or CSR practices. This study uses a theoretical approach grounded in Stakeholder Theory and Signaling Theory, demonstrating that green brand image plays a vital role in connecting green marketing and CSR to Green Brand Equity. The findings of these conceptual analyses indicate that both strategies, provided they are openly and consistently communicated about can form the basis for enhancing green brand equity by way of promoting an authentic sustainable offer. This research provides companies with insights for designing effective green marketing strategies and highlights the importance of integrating sustainability values across all aspects of business operations.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Anom Rinumpaka
AU  - Ambar Lukitaningsih
PY  - 2026
DA  - 2026/04/15
TI  - Linking Social Responsibility and Green Marketing to Green Brand Equity: Evidence of the Mediating Role of Green Brand Image– A Conceptual Analysis
BT  - Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)
PB  - Atlantis Press
SP  - 375
EP  - 388
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-626-5_28
DO  - 10.2991/978-94-6239-626-5_28
ID  - Rinumpaka2026
ER  -