Consumer Skepticism Towards Green Claims and Brand Switching Behaviour: The Role of Brand Trust among Urban Consumers in Nagpur City

Consumer Skepticism, Green Claims, Brand Trust, Brand Switching Behaviour, Green Marketing, Greenwashing, Urban Consumers, Sustainability, Nagpur City.

The present study investigates the effect of consumer skepticism about green claims on brand-switching behaviour in the context of urban consumers in Nagpur City exclusively looking at the mediation role of brand trust. A quantitative descriptive research design was followed and primary data was gathered by respondents distributed to 400 through a structured questionnaire. The results indicate that consumer doubts concerning green claims have a significant impact on brand switching, whereas brand trust has negative effects on switching, and mediates between consumer doubt and brand switching activity in part. It is concluding that transparent, authentic, and evidence-based green marketing practices are essential to bolster consumer trust, boost brand loyalty, and curb brand switch by consumers becoming increasingly aware of green and climate change issues in the market.