Integrated perspective of eco-innovation, green branding, and sustainable product: a case of an emerging economy

Climate complexities and environmental problems not only brought changes in organizational practices but also changed the consumer purchasing pattern. Consumers nowadays have become more cautious regarding consumption pattern of firms due to ecological footprints. This increased awareness influences their buying decisions which leads demand sustainable products. Eco-innovation, this regard, appears be an effective tool that helps incorporate constraints into business order develop green branding ultimately loyalty. Drawing on literature from existing literature, study developed a complex framework established plausible relationship among outlined constructs. By utilizing PLS methodology, measurement structural models were assessed. Results echo eco-innovation lead product. Moreover, evidence indicate eco-innovation, sustainability positively influence Based evidence, proposed some implications may helpful for policy makers maintain firm.