Green branding—the strategic use of environmental meaning to differentiate brands—has expanded rapidly, yet its effectiveness and credibility vary across developed and developing economies. This paper synthesizes theory and evidence to explain how differences in consumer priorities, institutional environments, market infrastructure, and information quality shape green brand perception and purchase behavior across contexts. Building on signaling theory, the attitude–behavior literature, and stakeholder perspectives, we develop a comparative framework linking (1) macro-context factors (regulation, enforcement, eco-label regimes, media scrutiny, and supply-chain transparency), (2) consumer-level drivers (environmental concern, perceived consumer effectiveness, price sensitivity, and trust), and (3) firm-level capabilities (traceability, product redesign, and communication discipline) to outcomes such as brand trust, willingness to pay, loyalty, and green word-of-mouth. We propose testable hypotheses and a cross-national methodology emphasizing measurement invariance. Managerial implications focus on “proof-based” green branding, locally relevant benefit framing, and avoiding greenwashing via verifiable claims and third-party certification.
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