The Impact of Green Marketing on Brand Love: A Case of Beauty Brands of Pakistan

Introduction
1.1 Background of the study
Eco-friendly effluence and decreasing number of natural resources has led the humanity
to find the avenues to solve these global problems. Many organizations have begun to realize and
started creating strategies to resolve the environmental issues (Banerjee, 1995). This global
approach has changed the overall business patterns to make the process friendly to nature. In this
regard green marketing has become a prominent solution in today’s world (Yilmaz2, 2012).

1.2 Scope of the study

This study seeks to introduce the concept of green marketing and reviews and reconcile
the green marketing tools such as eco-labeling, eco-branding, and green advertising.

1.3 Objectives of the study

It aims to study:
 Contribution of green marketing in creating the brand trust.
 Factors that leads to brand love among the consumers of beauty products industry.
 To find a significant relation between eco-labelling and brand trust and brand love.
 To find a significant relation between eco-branding and brand trust and brand love.
 To find a significant relation between green advertising and brand trust and brand love.

1.4 Statement of the problem.

In the quest of eco-friendly products, it has been observed that brands that give ethical
messages along with the identification of attributes that produce natural benefits are more
trustworthy among consumers. According to a research, products that highlight their
environmental and social concerns in their advertising are more likely to be purchased by
consumers. To build a strong base of customers who not only trust the brand but also love the
brand, a brand must show their social responsibility and environmental concerns to position
themselves as an eco-friendly brand (Bhasin,2017).
1.5 Research questions
What is the contribution of green marketing in creating brand love for Pakistani beauty brands?

1.6 Hypothesis

Ho: Green advertising, Eco-Labelling, Eco-branding has no influence on brand love & brand
trust.

H1: Green advertising influences brand love & brand trust

H2: Eco-Labelling influences brand love & brand trust

H3: Eco-branding influences brand love & brand trust.

 Chapter 2

Literature Review

2.1 Beauty Industry in Pakistan

According to Aurora - Dawn (2018), Beauty and personal care market in Pakistan has

been diluted with the lack of documentation and with the huge informal and grey segments.

There is enough space for the brands to cater niches based on geographic segments, pricing

strategy, and providing green propositions.

Since Pakistan’s average age is 23 years ultimately results in 57% younger generation, which

depicts the rise in consumption and spending of consumers. The increasing usage of internet

and smartphones has connected the global world which is leading to aware more people

towards environmental concerns. It gains their support for a safer planet through

consumptions on individual levels. In Pakistan people are more conscious to augmented

lifestyles and preferring greener options.

Increasing number of beauty brands in Pakistan are using the claims of being environmentally

friendly which is creating green awareness among the consumers. Backed by buying power

people tend to buy green products more frequently. The country has market potential which

can be seen by the expanding portfolios of beauty products. The global conglomerates are

dominating the the beauty market at larger scale whereas L’Oreal, Reckitt Benckiser (RB),

Johnsons & Johnsons, P&G, Unilever, and Colgate Palmolive are entered late in this area. The

local brands consist of Hashmi, Kala Kola, Medora, Saeed Ghani, and Tibet. J. Cosmetics and

Fragrances and Hemani by Wasim Badami are the known brands for their competitive

products.
According to The Economic Survey of Pakistan 2017-18, per capita disposable income has

been raised with the increasing urbanization. The reason behind it is the increasing number of

women workforces. It has ultimately created a huge demand for greener options and quality

beauty products.

The category of beauty and personal care is resistant to inflation. This is primarily because the

key drivers of shopper conversion in this category are perceived product efficiency, ingredient

quality, and the emotional need these products fulfill rather than just price. This explains why

the category registers growth year-on-year despite rising global inflationary pressures. The

market worth for domestic beauty and personal care products was estimated at $1.7 billion

with expected estimates of an annual growth rate of 15 percent up to mark. (Shaikh, 2018).

In 2017, the market size value for global beauty and personal care was estimated at $ 455.3

billion with expected estimates of an annual compound growth rate (CAGR) of 5.9 percent up

to 2025.

This style, in turn, a result of clients turning into greater conscious that a few mass

marketplace products can offer the equal excellent as their high-priced opposite numbers.

What is also giant is that irrespective of the truth that the profits growth is generated

merchandise, the improvements are most customarily brought through brands within the

pinnacle charge phase. The connection among splendor practices, femininity and feminism is

nicely documented in the scholarly literature. in lots of societies, ‘doing’ splendor is a vital

trouble of ‘doing’ femininity: being lovely, as defined via the usage of the norms of a society

— for example, in terms of pores and skin kind and complexion, and body form, length and

appearance — and jogging in the route of carrying out those traditional requirements are an

standard (and anticipated) part of what ladies do through unique characteristic of being
‘ladies’. a few feminists (associated, mainly, with the ‘second wave’) have criticized

normative beauty practices, and the rather worthwhile commercialized splendor organization

that drives those practices, as oppressive upon girls normally (Lazar.M,2011). The beauty

employer has been focused for upholding narrow and restrictive definitions of beauty, for

reinforcing the weight of ‘lookism’ upon girls (particularly, ladies are constantly judged with

the aid of how they look), and for selling unhealthy body photograph obsessions and likely

dangerous splendor strategies. but different feminists (recognized with the ‘1/3 wave’ and

whose perspectives effects healthy internal that of postfeminist), have reclaimed beauty

practices as fun, self-selected and skilled woman pastimes (Jervis & Zeisler, 2006).

2.2 Green Marketing:

Green Marketing refers to the concept of promoting products that are less damaging to the

environment. It includes the complete process of product manufacturing and packaging to

marketing, utilizing the product and finally disposition. The purpose of green marketing is to

create the awareness about making the products and services in a manner that is less nocuous

to the environment worldwide. It requires efforts to reduce the damaging factor to

environment in the overall production process of any product and services. By witnessing the

harmful impacts of productions to global climate changes, both marketers and consumers are

trying to make the environmental friendly products and services (Sarumathi, 2014). According

to (Polonsky, A Stakeholder Theory Approach to Designing Environmental Marketing

Strategy, 2008) Green marketing comprises of environmental marketing and ecological

marketing. It refers to all the activities that are designed to expedite the satisfaction of human

needs and wants without creating a huge danger to the environment. The selling of products

should promote environmental benefits and should be packaged in an eco-friendly manner.

Marketing practice that involves certain activities to perform at all the stages of product

manufacturing, packaging, advertising and marketing the eco-friendly structure among

industries (Peattie, Towards sustainability: The third Age for Green Marketing., 2009).

Product design, packaging, product features, labelling and position of a product comes in the

practices of green approaches. The green strategy requires to control pollution, source

deterioration, harmful disposable, and finding more avenues to recycling and reusing that

product (Pujari, 1996) According to (Polonsky, 2006) green promotion positions the brand as

less damaging to environment. The promotional message clearly conveys that the brand bears

the environmental responsibility and promotes the reinforcement of green lifestyle (Banerjee,

2003) . As (Aaker, 2006) explained that the brand strength lies in the consumer’s brand

perception. Green marketing creates a brand that can be differentiated based on its green

characteristics of environmentally safe production, product attributes and benefits.

2.3 Eco - Labelling

Eco-label is one of the essential equipment of green advertising used on

f6ba901c5019ebe39975adc2eb223bef merchandise. Eco-label is defined as, ‘a tool for

consumers to help them in the development of making a decision to choose

f6ba901c5019ebe39975adc2eb223bef product as well as permits them to recognize how the

manner of products is made’. Labels indicating environmental care assist the clients to pick

out the product better. Eco-labeling is an powerful manner of informing clients about the

environmental affects of selected products and the choices they can make. It empowers human

beings to discriminate among merchandise which are dangerous to the surroundings and

people greater like minded with environmental objectives. according to (Delafrooz, 2014), ‘in

a few circumstances the vendor may also need a right away ‘Label’ but are obliged by using
the law to feature extra statistics’. ‘Environmental labels permit clients to without problems

distinguish environmentally friendly merchandise over everyday standard merchandise. Eco-

label is definitely correlated with purchaser enthusiasm to buy (Awan, 2011). the popularity of

eco-label has a fantastic effect between the information of a green product and purchaser’s

willingness to buy. further, previous researches that had been finalized in western countries

have agreed that maximum clients have high quality inexperienced consciousness on eco-

categorized merchandise (Cherian, 2012). Eco-labels are appealing tools notifying clients

about the environmental effect of their shopping for willpower (Rashid, 2009). To guide

clients to categorise merchandise the ones are more environmentally favored than other equal

products, eco-labeling schemes had been proposed so one can facilitate environmental

consumerism which means that that consumers are getting more involved for the environment

and are likely to make adjustments of their purchase patterns. The first actual schemes of eco-

labelling were developed in Germany (Blue Angel eco-label) because the late 1977. In current

day, there are distinctly 30 various inexperienced label schemes worldwide. Asian

international locations inclusive of China, Japan, Korea, India, Thailand, Malaysia, and

Singapore have released their very own eco-labeling schemes. The Malaysian company area is

not far in the back of in reacting to protests growing from hobby made from the clients for

products. ‘Malaysian inexperienced label schemes had been dedicated to launch in 1996 via

the standards and commercial studies Institute of Malaysia (SIRIM) within the time of there

were eco-labeling schemes related to degradable, agricultural merchandise, electricity

conservation, digital device, dangerous metal free electrical, non-poisonous plastic packaging

fabric, recycled paper and biodegradable cleaning dealers (Rahbar, 2011).Nodaway’s

purchasers are increasingly more aware of environmental and social issues and are looking for
accountable merchandise (Chen and Chang, 2013) which might be greater long lasting, fairer

and made from recycled substances (Lozano et al., 2010). To turn cutting-edge patterns of

consumption and production in a sustainable course, solid and understandable market

statistics at the socio-ecological overall performance of merchandise is wanted. Eco-labelling

programme have an essential position on this verbal exchange. The goal of this look at is to

analyze what gaps there may be in the present-day criteria development processes with

regards to a strategic sustainability angle and broaden tips on how such presumptive gaps

could be bridged. First a formerly posted time-honored framework for strategic sustainable

improvement is described and implemented for the evaluation of eco-labelling programmes.

statistics for the evaluation is accumulated from literature and in semi-established interviews

and discussions with eco-labelling professionals. During the last few years, governments have

attempted to promote responsible environmental practices through the usage of, on the one

hand, a command and manage technique in which they specify requirements and technologies

to manipulate commercial production (Potoski and Prakash, 2005).

2.3 Eco – Branding

Eco-branding is the process through which design can be transformed to make the brands

more economical and ecological. Brand is interpreted by the American Marketing Association

as “a name, term, sign, symbol, or design, or the combination of them, engaged to recognize

the goods or services of one seller or group of sellers and to distinguish them from those of a

competitor.” This description can act as a conclusion for the eco-brand as well. According to

Delafrooz, (2014) like eco label, using the aspects of eco brand on a product can help

consumers to differentiate them by some means from other environmentally non-friendly

products.
Consumers will proceed to purchase eco-friendly options for products that cause impact on the

environment at a high level as compared to those with low level of environmental impact. As per

Rahbar, (2011) Malaysian consumers consider aerosols, household cleaning, glass based,

pesticides and plastics as non-green product and titles them to cause a very high effect on the

environment. Therefore, it can be foreseen that consumers will react to eco-branded products in a

positive way as they consist of environmental aspects. Consumers interpret the environmental

concerns of brand by its environmental labels. The most critical part for the marketers and

marketing researchers is the popularity of impact of logo on purchasers’ shopping choice. Green

manufacturers need to create an impact of the scenario that inexperienced merchandise feature the

same as non-inexperienced ones. also, green brands ought to be used to help clients distinguish

inexperienced brands from different same manufacturers with equal moves. The essential aspect

persuading purchasers to alternate real buy behavior to buy merchandise is emotional logo

advantages. therefore, the buying behavior will alternate to buy environmental pleasant

merchandise resulting from concerning of the advantage of inexperienced brands. that is because

consumers are much more likely to purchase merchandise which are green for the surroundings

and are based totally on a green emblem instead of non-green products due to the love and care

for sustainable environment. According to (Rahbar, 2011), the consumers who consider

themselves to be environmentally responsible and are emotionally attached to a sustainable

environment process will buy products that are related to green brands to meet their emotional

wants. Green advertising is a brand new and evolving concept of marketing green and eco-

products with properly-defined eco-requirements—which includes huge-ranging products,

enjoyable eco-labelling and eco-footprinting preferred norms. the thing focuses on the

significance of inexperienced branding and eco-labelling with stress on eco-innovations with a

purpose to growing a legitimate and sustainable inexperienced advertising and marketing strategy.

The object examines how green consumerism can be linked to eco-marketplace and to what

volume this will be encouraged with the aid of cross-cultural variations in customer behavior. The

scope of regarding green advertising with company ethics and corporate social duty (CSR) for

inclusive growth of green markets has been explored. The item additionally examines how the

green branding can leverage the eco-market thru the mechanism of eco-labelling and eco-foot

printing, complimented via inexperienced deliver chain control practices. Eventually, the object

research, at some length, the desirability of thinking about the aspects of sustainability issue and

eco-improvements which could help sell inexperienced consumerism (A.N. Sarkar2012). Eco-

friendliness is the important function of logo recognition in enterprise perspective. Moreover,

there's a growing emphasis on branding and exposure to construct emblem photo with patron

believe. It protected strengthening sustainability in agency, certifying claims made and offering

this to consumers by way of eco-branding and publicity. In this observe, we examined the

relationship between eco-branding and emblem inexperienced photo of fashion products, and it

became mentioned that they've linear dating. This linear dating between eco-branding and logo

green picture cannot best show the importance of eco-branding method but also show the

customers’ belief of sustainable ingesting (Kan, Chow, & Sarikanon, 2017).

2.4 Green Advertising

Serious global environmental issues have generated a need to bring the public attention to

environmental problems and to create a worldwide movement to improve the situation. The

most preferred techniques to create awareness are advertisements through digital and

traditional media. Most of the organizations are using advertising to promote the green

lifestyle by explaining the green attributes and benefits of product. This advertising
significantly helps to create environmentally responsible consumers. Green advertising is one

of the ways to compel the consumers to adopt green consumption patterns by frequently

buying products that are environmentally friendly. It reinforces the idea that green product not

only benefit the consumer, but it also produces positive consequences for nature as well

(Delafrooz, 2014).

According to Davis (1994) green advertising comprises of three elements. It starts with the

environmental safety slogans and statements. Later, the organization explicitly explains the

way it has converted its normal process to green approaches to show its contribution to the

improvement of nature. Lastly, the company promotes through green advertising all the

activities in which it has involved to secure nature and environment (Rahbar, 2011)

Green advertising prepares the audience to be environmentally responsible which a reward for

them, ultimately. But for marketing managers it’s a huge responsibility to make the message

reliable. All the advertising professional and marketing managers need to have excessive

knowledge about environmental issues so that they can communicate and present the correct

information in the ads (Alniacik, 2012). With the increasing environmental consumerism

buyers are more conscious of their purchase of eco-friendly beauty products. Green

advertising clearly distinguishes between the green and non-green product which further helps

in strengthening the brand identity. (Zhu, 2013). The effort of Eco friendly- cosmetic brands

to create proper awareness, will let people in masses to start thinking on global environment

sustainability which can change their choices and decision-making process while purchasing

beauty products.

2.5 Brand Trust:

Delgado, (2003) explained brand trust as the brand’s dependability & objectives are the

opportunities in circumstances involving hazard to the consumer. According to them brand

trust is individual & rational result of brand awareness and brand likeness. Therefore, global

brand awareness and global brand are essential prerequisites for global brand trust. It appears

questionable that global brand trust might be formed either customers were unaware or

disliked the global brand. They described that brand trust plays a vital part as variable which

can create consumer’s pledge and buying power.

Romaniuk, (2005) conducted a research to study the trust of different global brands. They

conducted consumers sampling of the people from the United Kingdom and Australia. The

selected 110 local brands from 13 markets to check the effect of brand trust. They found

slightly difference in brand trust when regulatory for market share. They determined that

‘trust is more like a “hygiene” aspect in all brands, so all brands have to create a definite level

of trust from consumers to become modest in the market.

Morgsan, (2000) analyzed & described that brand trust & brand affect are performing as the

major key element for the success of firm. Brand trust & brand affect both worked as the

savior of relationship investment for company’s partner and offer long term assistance and

avoid great risk of actions from marketer’s point of view.

Speckman, (2008) also described that brand effect & brand trust both are the foundation of

strategic corporation. (Berry, 1991) Confirm that effective service marketing & promotion can

be determined by the successful management of brand affect and brand trust.

According to Chinomona,(2016) brand trust is described as the magnitude to which

consumers consider that a specific brand which they prefer most fulfills their (both male &

female) need, want or desire Chinomon,( 2016).

Liu, (2012) analyzed and described brand trust as the most essential influencing facilitator on

the actions of consumer buy the product or brand earlier and later. And it declares long term

loyalty of the brand as well as strong relationship between consumer and brand/company

According to Kabadayi and Alan in 2012, they described that brand trust can be made and

established through the customer’s first hand experiences of the brands. Kabadayi,( 2012) &

Cakmak, (2016) defined the brand trust as the confident sentiment of the consumer’s feeling

in a questionable manner towards the brand that certain brand will compete their personal

desires.

Furthermore, Soong, (2011) described brand trust as the consumer's insecurity can be

decreased by trust, because the brand is trust worthy is not only known by consumers but they

also think that the essential link of the brand trust is reliable, harmless and faithful feasting

development.

According to Tjiptono, (2005) they stated that the commitment of the consumers to use the

certain brand due to which brand trust can increase and eventually by getting the fulfillment

from a product or brand which will create brand loyalty. In 1994, Morgan and Hunt defined

brand trust as it occurs when one party has confidence in an exchange partner’s dependability

and truthfulness (Morgan,2000). In 2010, Sung and Kim defined brand trust in the light of a

study which is related to the apparel, watches and perfume; reliability and capability as the

magnitudes of brand trust (Sung,2010).

In (Xingyuan, 2010) describe brand trust as it is a consumer’s tendency towards a brand

identified by confident beliefs and willingness to trust on the brand. It is claimed that brand

trust as the brand trust functions as a mental mechanism through which consumers eased the

undefined risks related to the selected product (Matzler,2008).

 2.6 Brand Love

This research is based on the studies of brand love by examining Green Advertising, Eco-

Labeling, Eco-Branding and brand trust for beauty products in Pakistan. (Sternberg, 2003).

According to interpersonal love theory, the research model of consumer and brand

relationship is identically structured. In which brand love is based upon three elements

Commitment, intimacy and passion. Albert (2013).

Brand love creates outline for consumer’s identity with more trustful emotional attachment

and responses. According to the literature of Brand Love Prototype, it is stated as the trade

name of any specific brand is attached by passionate emotion of its consumer (Ahuvia,2005).

Affection and Passion are the macro-dimensions of Brand love. Brand love have more

multidimensional concept that includes attitude, perceived functional quality, positive

emotions, word of mouth, and brand trust (Ahuvia,2006)

Thomson & MacInnis, (2007) defined brand love as the positive word of mouth (WOM) is

related to brand love and brand loyalty. Research described brand love as the relationships are

established through time and the ultimate outcome of the procedure is love and not an

immediate in brand love and interpersonal love framework (Langner,2016).

2.2 Model Framework:

Eco Labelling

Eco Branding Brand Trust & Love

Green Advertisement
 IMPACT OF GREEN MARKETING ON BRAND LOVE & TRUST

Chapter 3

Research Methodology

3. Methodology

3.1 Data

In order to gather the primary data, a self-administered questionnaire is sent through Google docs

to the respondents. We conducted an online survey among people for this study. The purpose of

selecting this technique was to obtain primary data from respondents regarding their perception

and attitude towards eco-friendly beauty products as well as to achieve the required sample size

in a comparatively fast and inexpensive way. The source of secondary data collecting is from

published research papers and articles from Google Scholars, JStor, Research Gateway, Emerald

Insight and Springer.

3.2 Variables

To conduct this research, we will take dependent and independent variables in order to analyze

our data. The Independent Variable; Eco Labelling is adapted from

Juwaheer (2012), Eco Branding is adapted from Juwaheer (2012) and Green Advertising is

adapted from (Juwaheer, 2012) and (Haytko, 2008). Mediator, Brand Trust is adapted from

(Zengin2, 2013) and (Arjun Chaudhuri, 2001) and Dependent Variable Brand Love is adapted

from (Albert, 2009).

 IMPACT OF GREEN MARKETING ON BRAND LOVE & TRUST

3.3. Inclusion Criteria

To meet the objectives of the study, a sample population of 204 respondents has been selected

which is representative of the sampling unit i.e. the entire population spread across Karachi,

Pakistan. The respondents comprised of both males and females ranging from 18 years to 55+

years and belong to upper class and upper middle class. The respondents are professionals,

students, household duties workers, manual workers, self-employed and others. The purpose of

selecting respondents from this socio-economic class was to generate data from people who have

a decent purchasing power as eco-friendly beauty products are expensive.

3.4. Data Collection Instrument

Non probability sampling technique has been used to collect the data. A self-administered

questionnaire based on Likert scale has been distributed through Google form to the respondents

to study the above stated variables, in order to gather data about the concerns of consumers

regarding green beauty brands. The responses of 204 participants have been utilized for analysis.

3.5. Sample and Sampling techniques

The data is collected through a non-probability technique known as convenience sampling as all

subjects were invited to participate in the study that were easily accessible.

3.6. Statistical techniques

The statistical tools, which are used in this study to measure all the variables, are Regression

using spss.
 Chapter 4

RESULTS & DISCUSSION

4.1 Demographic Profile:

Figure 1

The information of demographic features shows that 50.7% individuals that attended the
study range between the age of 18-25, 18% of them range between the ages of 26-33,
15.6% of them range between the age of 34-45, 6.8% of them range between the age of 46-54 &
8.8% of them are of age 55 and above.
 Figure 2

The information of demographic features shows that 49.5% of the individuals attended in this
study are female, 48% are male while 2.5% did not prefer telling their gender

Figure 3

Figure 1
The demographic information shows that 43.2%of the individuals who attended to this study are

students, 25.2% of them are professionals, 11.2% are engaged in household duties, 3.4% are

manual workers, 10.2% are self-employed and 6.8% are retired.

4.2 Descriptive Analysis:

Effect of green advertising on brand trust &love.

Figure 4

Since the significance level is more than 0.05 we can conclude that green advertising has no

statistically significant impact on brand trust &love for beauty products in Pakistan.

Effect of eco-branding on brand trust &love.

Figure 5
Since the significance level is more than 0.05 we can conclude that eco-branding has no
statistically significant impact on brand trust &love for beauty products in Pakistan.

Effect of Eco-Labelling on Brand Trust &love.

Figure 6

Since the significance level is less than 0.05 we can conclude that eco-labelling has a statistically

significant impact on brand trust &love for beauty products in Pakistan.

4.3 Hypothesis Assessment Summary

Variable Significance Less than More than Null hypothesis

level Significance retained/rejected
Significance
level
level

Green advertising 0.05 - 0.337 Retained

Eco-branding 0.05 - 0.185 Retained

Eco-labelling 0.05 0.045 - Rejected

Green advertising and eco-branding does not have a statistically significant impact on brand trust

&love because their significance level is more than 0.05 thus the null hypothesis is retained.

Eco-labelling has a statistically significant impact on brand trust &love because its significance

level is less than 0.05 thus the null hypothesis is rejected.

 Chapter 5
Conclusion, Limitation & Recommendation

5.1 Conclusion

In green marketing, all green marketing activities are focused together with

environmental concerns. As sustainable growth and profitability are ensured, a new

management practice has been adopted to produce and promote environmentally friendly

beauty products. The objective of this research was to measure what makes a customer

love and trust a beauty brand which are ecofriendly. After conducting the survey and

running the data of the survey on SPSS it was concluded that customer love and trust

beauty brands which are eco-friendly because of eco-labelling. The demand for cosmetics

will preserve developing, fueled mainly via the emerging markets of Asia and Latin

America, what is going to make a contribution to advent of new merchandise, Shape new

spending styles and probable even set up new splendor canons. Global cosmetics

manufacturers will have to differentiate their merchandise to alter them to the

expectations of their new clients, originating from special, non-Western cultures and

behaving in some other way. Pores and skin care the segment with the biggest growth

functionality. It will continue to be the flagship section on the beauty marketplace over

the following couple of years. 4. The figuring out issue for marketplace success may be

mass cosmetics income - they will be setting the tone for the complete market. Growing

attention of mass cosmetics being almost as genuine as status cosmetics will facilitate the

boom of the masstige segment. The distribution form is changing as nicely, as

supermarkets and hypermarkets similarly to on line income channels growth their stocks

inside the common market.

1.2 Limitation

If the sample size would have been much larger the results might have been different however

because of time constraint more responses could not be collected, and we had to run our data on

a sample size of 204.

Since we do not have many years of experience of conducing researches and producing

academic papers of such a large size individually, the scope and depth of discussions in this

paper might be compromised on many levels compared to the works of experienced scholars.

1.3 Future Implications

Based on this research, an organization can take hands on few strategies to achieve green brand

image.

1. The use of fair environmental claims in advertising positively reinforces the image of

eco-friendly brand.

2. Develop a campaign to promote environmental friendly consumption among Pakistani

consumers.

3. Establish a movement and spread it over social media. Ask people to join hands together

against harmful production and promote sustainable beauty products.

4. Create an online brand community, to discuss the product related green features and let

others share their opinions as well. It will create a sense of membership with the brand

among the consumers.

5. Try to make sustainable production less costly, so that products could be selling at a low

price.
 6. Aware your consumer about green approaches so that they can find the reason to pay

premium.

7. Since it has been reviewed in paper, that Pakistani market mostly consists of millennial

who is more conscious about environmental friendly consumption, the brand should

focus on health more than glamour in their advertising message.

8. Green marketing not only provides sustainable production but it also gives a competitive

edge to brands in the cluster of products in market.

9. Initiate a waste management program within your organization.

There should be more purpose driven activations.

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