IRJMSH Vol 14 Issue 9 [Year 2023] ISSN 2277 – 9809 (0nline) 2348–9359 (Print) International Research Journal of Management Sociology & Humanity ( IRJMSH ) Page 268 www.irjmsh.com Study the Role of Green Marketing on building Brand Trust and Brand Loyalty Manasvi Patidar Research Scholar, IIPS, DAVV, Indore E-mail –manasvi.indore@gmail.com Dr.Suresh Patidar, Associate Professor, IIPS, DAVV, Indore E-mail –spatidar99@yahoo.co.in ABSTRACT Green marketing has been shown to be an effective strategy for building brand trust and brand loyalty. By promoting environmentally friendly products and services, companies can position themselves as socially responsible and demonstrate their commitment to sustainability. This can help establish a positive image for the brand, which can increase consumer trust. Moreover, green marketing can appeal to environmentally conscious consumers who are willing to pay a premium for sustainable products and services. These consumers are more likely to remain loyal to brands that share their values, which can lead to long-term profitability for the company. However, it is important for companies to ensure that their green marketing claims are accurate and credible, as consumers are becoming increasingly aware of greenwashing. By being transparent and honest about their sustainability efforts, companies can build genuine trust and loyalty with their customers. The effectiveness of green marketing on building brand trust and brand loyalty depends on the credibility and transparency of the company's sustainability efforts. Companies that are committed to sustainability and demonstrate this commitment through their products, services, and marketing efforts are more likely to establish a positive image and increase consumer trust and loyalty. Keywords:-Green marketing,Brand Trust,Brand Loyalty,environment 1.1 INTRODUCTION Green marketing refers to the marketing of products or services that are environmentally friendly or sustainable in nature. The concept of green marketing has gained significant attention in recent years, as consumers are increasingly concerned about the impact of their consumption on the environment. One of the key benefits of green marketing is that it can help build brand trust and brand loyalty. By promoting products or services that are environmentally friendly, companies can position themselves as socially responsible and demonstrate their commitment to sustainability. This can help establish a positive image for the brand and increase consumer trust. In addition, green marketing can also help build brand loyalty by appealing to consumers who are environmentally conscious. These consumers are often willing to pay a premium for products or services that are sustainable, and are more likely to remain loyal to brands that share their values.