Mediating Effect of Green Brand Association on the Relationship between Green Supply Chain Management Practices and Green Brand Satisfaction: A Study of Pakistani Apparel Brand

Purpose: This research aims to ascertain the link between green supply chain management practices (GSCMP) and green brand association (GBA), as well as the role that GBA plays as a mediator between GSCMP and GBS, among Pakistani apparel brands. Consumers in Pakistan who have purchased green apparel brands are the subject of the study.Design/Methodology/Approach: With the use of purposive sampling, 446 valid replies in total were obtained. In order to validate the research framework employing SMART-PLS, this study also carried out an empirical investigation using a questionnaire survey and a structural equation model (SEM).Findings: The findings indicate a direct relationship between GSCMP (green information systems and reverse logistics) and GBA. Furthermore, the connection between GSCMP and GBS is mediated, according to this research, by green brand associations. While businesses often boost the GBS of their customer, they also need to raise the GSCMP, or green brand associations.Implications/Originality/Value:This study closes the research gap by demonstrating how GSCMP may favorably improve GBS via associations with green brands using the SOR model. The results of this study may assist managers of apparel&brands in creating a stronger green branding strategies that encourage sustainable consumption.