Abstract : Organizations have been prompted to promote environmentally conscious products and implement green marketing strategies due to the growing concern for environmental sustainability on a worldwide scale. This study looks into how consumer trust and brand image are affected by ethical marketing strategies and environmentally friendly products. Examining how sustainability-focused marketing strategies affect consumer perceptions and improve brand reputation in a cutthroat market is the study's goal. A structured questionnaire intended to examine important constructs, such as eco-friendly products, ethical marketing methods, customer trust, and brand image, was used to gather data from 200 respondents. SmartPLS for structural equation modeling and IBM SPSS Statistics for reliability and exploratory analysis were used to examine the gathered data.

With average variance extracted (AVE) values over 0.50 and Cronbach's alpha and composite reliability values above the suggested threshold of 0.70, the measurement model analysis verified the constructs' adequate validity and reliability. Eco-friendly products have a considerable impact on customer trust (β = 0.41, p < 0.001), according to the structural model results. Additionally, ethical marketing tactics have a large positive impact on consumer trust (β = 0.47, p < 0.001). Additionally, ethical marketing strategies (β = 0.33, p < 0.001) and environmentally friendly products (β = 0.29, p < 0.001) both considerably enhance brand image. Additionally, consumer trust was found to have a significant positive impact on brand image (β = 0.52, p < 0.001), suggesting that it plays a significant mediating function between brand perception and green marketing strategies.

Keywords: Green Marketing, Eco-Friendly Products, Ethical Marketing Practices, Consumer Trust, Brand Image, Sustainability.