Colour Trademarks: A Creative Approach to Representing Green Brands and Sustainable Business Practices

Abstract

Colours are important while marketing the products for its numerous benefits such as attracting consumers to distinguish one brand from another from one side, on the other hand, it optimises brand loyalty. Existing research has shown the significance of factors including social, economic, cultural, etc. at the time of selling a product as colourful, with special reference to the food and beverage sector. This study focuses on two perspectives; one, consumers' willingness to purchase eco-friendly products, and the other emphasis on colour trademarks as a new factor that affects consumer purchase intention using Mediation Analysis. This empirical study collected data through an online survey and received 139 responses based on the convenient sampling method. This study strives to test the hypothesis that, green brands mediate the relationship between colour trademark and purchase intention. The results show a positive relationship between the stated constructs, which is tested using SmartPLS 4.0 (Structural model method). The colour trademark significantly impacts the brands because consumers are confused between brands with colour logos of similar colours as it directly influences the purchase decision. This research has contributed to the awareness of green brands among consumers.