ABSTRACT The primary objective of this study is to examine the impact of Green Marketing on Brand Equity and its subsequent influence on Corporate Reputation, while also analyzing the mediating role of Corporate Social Responsibility (CSR) in this relationship within the manufacturing sector in India. Data were collected using self‐reported survey instruments from 341 employees, consumers, and investors/shareholders associated with electronics manufacturing firms. Structural Equation Modeling (SEM) was employed to estimate the proposed relationships. The findings indicate that Green Marketing has a positive and significant effect on Brand Loyalty, while its effect on Perceived Quality is negative but marginally significant, and its influence on other Brand Equity dimensions, such as Brand Awareness, Brand Association, and Other Proprietary Brand Assets, is non‐significant. Regarding Corporate Reputation, Other Proprietary Brand Assets exhibit a strong positive effect, whereas Brand Awareness shows a small negative effect, and Brand Loyalty, Brand Association, and Perceived Quality have non‐significant effects. The study also confirms that CSR significantly mediates the relationship between Green Marketing and Corporate Reputation, highlighting the importance of integrating sustainability initiatives with responsible business practices. These findings underscore the nuanced role of Green Marketing in shaping Brand Equity and Corporate Reputation and suggest that companies should focus on authentic environmental initiatives and strategic CSR activities.
Rajasekaran et al. (Tue,) studied this question.