Abstract
Green marketing plays a pivotal role in shaping brand image within the electric vehicle (EV) industry. By emphasizing environmental benefits and sustainable practices, companies can enhance their reputation and appeal to eco-conscious consumers. Kotler (2011) emphasizes that green marketing aligns with societal values, influencing consumer behavior and brand perception. The purpose of this study is to explore the impact of green marketing strategies on shaping brand image within the electric vehicle (EV) industry. The population of this study consists of Trichy youth whose age is between 18 to 60 years. The researcher distributed 60 questionnaires among youth of Trichy district district. Green marketing emerges as a pivotal strategy in shaping a positive brand image in the EV industry. Consumers increasingly associate sustainability-focused marketing efforts with trustworthiness, innovation, and social responsibility.
Key words: Green marketing, Branding, Electric vehicle, Consumer,
References
1. https://antavo.com/blog/brand-image/
2. Journals of Brand Management
3. Journals of Marketing Management
4. "Green Marketing: A Global Strategic Perspective" by Jacquelyn A. Ottman (2011)
5. "The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding" by Jacquelyn Ottman (2011)