Green is the new beautiful: exploring the role of sustainability in building brand equity in cosmetic brands

Purpose This study investigates how embracing environmental responsibility and eco-friendly innovation in cosmetic brands cultivates brand equity. It specifically explores the mediating roles of a green brand image and consumer trust in driving sustainable value creation through these initiatives. Design/methodology/approach A quantitative research design was employed using survey data from 326 online respondents, mainly young and educated females. A structured questionnaire with Likert-scale items adapted from validated studies measured environmental responsibility, eco-friendly product innovation, green brand image, consumer trust and buying engagement. Data analysis included reliability testing, factor analysis and structural equation modeling with bootstrapping to examine direct and mediating relationships. Findings The study results show that perceived environmental responsibility strongly predicts buying engagement and significantly improves green brand image and consumer trust. Eco-friendly product innovation positively influences consumer trust but does not directly strengthen green brand image, indicating that innovation alone is insufficient without clear communication. Green brand image and consumer trust act as key mediators influencing buying engagement. Originality/value This study presents an empirically validated framework explaining how perceived environmental responsibility and eco-friendly innovation enhance brand equity. It highlights the distinct mediating roles of green brand image and consumer trust, emphasizing the importance of transparent communication in aligning sustainability initiatives with consumer perceptions and supporting informed strategic decision-making.