In our SLR, we included empirical studies published between 20 as peer-reviewed papers in English.
Additionally, the backward and forward snowballing methods were applied. We posed 3 research questions and searched five databases (Scopus, Web of Sciences, Google Scholar, EBSCO, and Elsevier) for studies containing the term ‘green brand equity’ and the combination of two terms: ‘brand equity’ and ‘green’. Our study aims to analyze factors determining the green brand equity (GBE) based on a systematic literature review (SLR) according to the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) statement. The outcomes of this study are helpful for fashion/clothing and textile industry marketing managers to understand the consumers' preferences towards ethical practices and trade-offs between claims while developing a positioning strategy. green brand image, green satisfaction, green brand equity, and green purchase intention). However, the social claims such as "building safety in Bangladesh" and "animal welfare" significantly bring a high impact on the green psychological variables (i.e. The finding of one-way ANOVA revealed that eight types of sustainability claims drive the same level of green trust and green loyalty. We collected data from 316 Chinese respondents. The H&M sustainability program can be categorized into social and environmental practices. commitment of doing business that generates revenues for shareholders, protects the people, and the planet. In this study, we selected the sustainability claims of the H&M group, as this group indulges in a sustainable fashion i.e. The purpose of this paper is to investigate whether various kinds of sustainability claims based on the supply chain drive different extents of green psychological variables and behavioral intention.
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