From Engagement to Advocacy: The Mediating Influence of Commitment and Happiness in Green Branding

Establishing strong connections between consumers and brands is vital in today’s sustainability-focused market. This study examines how green brand commitment and happiness affect engagement and advocacy among Indian consumers of organic personal care and household products. Data from 302 eco-friendly product users were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in Smart PLS 4. The findings show that happiness and commitment significantly mediate the relationship between engagement and advocacy. Notably, both direct and indirect engagement predict green brand advocacy, with happiness and commitment as important mediators.This research enhances the understanding of green marketing by highlighting the cognitive and emotional factors that link engagement to advocacy.