Paper Title
Green Branding: Impact of Green Trust and Green Commitment on Consumer Purchase Behavior

Abstract
This study has focused on the green strategies of the companies which are becoming most popular for them to sustain in the market. The main objective of this study is to evaluate the purchase behavior of consumers if they are more satisfied through Quality, image and less risk from green product. Additionally we have checked the effect of green commitment on the green purchase behavior. We have gathered the data from 117 females who prefer branded cosmetics which will not harm their skin. Data was collected by distributing structured questionnaire in the cross cities of Pakistan. A theoretical frame work of our constructs was developed. This model was hypothesized and tested through regression and correlation coefficient and also through exploratory factor analysis. Results of these tests shows that by enhancing the commitment and trust among consumers we can enhance the green purchase behavior. Results indicate the mediation effect of satisfaction among Green Perceived Quality and brand image. Green branding is becoming more important for the brands to sustain in the current market. This study is useful for the brand managers to understand the consumer reactions toward green especially of females for the cosmetic industry. From the last two decades, green is becoming the most popular topic for the academic research but not a single study focused specifically on the green commitment. This study analyzes the mediation effect of satisfaction and impact of green commitment on purchase behavior. Keyword - Green Branding, Green Perceived Quality, Green Brand Image, Green Perceived Risk, Green Satisfaction, Green Trust, Green Commitment, Green Purchase Behavior