Colour Trademarks: A Creative Approach to Representing Green Brands and Sustainable Business Practices

Colour Trademarks: A Creative Approach to Representing Green Brands and Sustainable Business Practices | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article Colour Trademarks: A Creative Approach to Representing Green Brands and Sustainable Business Practices Jananipriya R, Ravi Kumar B, Usha S, Attchaya H This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-3816292/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract Colours are important while marketing the products for its numerous benefits such as attracting consumers to distinguish one brand from another from one side, on the other hand, it optimises brand loyalty. Existing research has shown the significance of factors including social, economic, cultural, etc. at the time of selling a product as colourful, with special reference to the food and beverage sector. This study focuses on two perspectives; one, consumers' willingness to purchase eco-friendly products, and the other emphasis on colour trademarks as a new factor that affects consumer purchase intention using Mediation Analysis. This empirical study collected data through an online survey and received 139 responses based on the convenient sampling method. This study strives to test the hypothesis that, green brands mediate the relationship between colour trademark and purchase intention. The results show a positive relationship between the stated constructs, which is tested using SmartPLS 4.0 (Structural model method). The colour trademark significantly impacts the brands because consumers are confused between brands with colour logos of similar colours as it directly influences the purchase decision. This research has contributed to the awareness of green brands among consumers. Green Brand Colour Trademark Colour Logo Environment Sustainable Business Mediation Model Figures Figure 1 Figure 2 1. Introduction Green Brand awareness among consumers is crucial in terms of ecological effects and long-term company sustainability since it encourages the use of efficient and environmentally safe products. A green brand may attain more attention in the market, if consumers possess knowledge of the concepts of green brands and responsibility towards the environment by avoiding non-eco-friendly items. Green brands makes products primarily concerned with environmental benefits. Most consumers associate the green brand with words such as organic, recyclable, eco-friendly, and sustainable. Recently, consumers have become more interested in green brands. Green brands are gaining popularity because of their eco-friendliness; individuals may want to utilize eco-friendly products due to increased global warming in the recent past. Green companies should make it obvious how they utilize renewable resources, cut waste, guarantee the safety of their products and services, as well as support environmental issues to establish a solid reputation for being friendly to the environment and avoid greenwashing. To show their commitment, they must incorporate environmental factors into their marketing efforts. Green firms may use integrated marketing communications (IMC) to establish a connection with their target audience and convey the value that they offer to consumers who are concerned about the environment and sustainability [1]. Furthermore, social welfare organizations are working with the government to improve environmental consciousness among the citizens to reduce pollution, preserve energy, encourage sustainable growth, and protect natural resources. The green brand is the practice of purchasing green commodities to decrease detrimental environmental consequences when consumption is unavoidable. Environmental principles fostered the green brand. Shape marks, aroma marks, flavour marks, colour marks, and touch marks are examples of non-conventional trademarks. Colour markings are significant in green brands since the colour is a crucial aspect of marketing as it presents itself as a medium of communication with the consumers. The main objective of the study is to determine colour trademark influence on green brand and its purchase intention. 2. Review of Literature and development of hypotheses 2.1 Green brand and Trademark A brand that promotes environmental protection and sustainability is called a green brand. Consumers who care about the planet and are ready to pay more for eco-friendly products and services are attracted to green brands. Green brands also enhance the company’s image and reputation, as well as foster a competitive edge in the market. Many producers today are concerned about environmental issues such as the depletion of renewable resources, the loss of biodiversity, and other grave alarms raised due to global warming. Environmental-conscious consumers are open to green promotion, regardless of the green performance based on prior activities, and these promotions foster favourable reputations and beliefs, to impact a positive environmental change. It helps evaluate the consumer’s actions towards ecological commercials, which results in environmental safety. Consumers with a high degree of engagement in green marketing regard such commercials as credible and genuine, and champions of ecological conservation believe that they can make a difference with their particular conduct [2]. Green marketing methods enable businesses to gain a competitive advantage and enter new markets to increase their market share. Companies should implement sustainable product branding methods in their green marketing strategies through its three drivers, which comprise “green brand image,” “green brand trust,” and “green satisfaction,” which may increase the equity of other green companies. Green brand image contributes to the creation of a green reputation via the mediating role of green trust and pleasure. Green brand awareness is connected to environmentally friendly products and may be described as the consumer’s capacity to recognize and recall that it represents ecologically sustainable products [3]. The influence of environment-friendly brands is the consumer’s capacity to perceive and assess such brands’ qualities [4]. Colour trademark signifies a brand and colour or combination of colours. In other words, colour trademark represents brand recognition, regular usage of a specific colour on a brand helps to create immediate recognition of the brand to the consumer and this leads the consumer to brand loyalty and trust. To qualify for a colour trademark, the colour must be distinctive, non-functional, and serve as a source identifier, meaning consumers associate that colour with a specific brand or product. Companies register colour trademarks with the relevant intellectual property offices to prevent competitors from using similar colours in ways that could confuse consumers. The study highlights the importance of trademarks, advising marketers to form tighter partnerships with their legal counterparts. Furthermore, the study aims to encourage businesses to do extensive audits of their trademark portfolios. This entails uncovering previously undetected possibilities and comparing their performance to that of industry leaders to get important information. Trademarks influence the financial status of the brand [5]. H1 : Colour trademark has a positive influence on green brands. 2.2 Green Brand and Purchase Intention: The primary eco-friendly behaviour is eco-friendly consumption, often known as green purchasing. This behaviour relates to the purchase of environment-friendly items. These goods contain post-consumed paper and plastics, non-polluting detergents, energy-saving light bulbs, dyes, and fragrances among others. Businesses should produce these goods to accomplish long-term environmental and organizational preservation aims and objectives [6]. Each person’s green purchasing process is impacted by situational elements such as changing residence and commercial setup, which has a sustainable product line based on travel distance. The purchasing procedure also depends on adopting sustainable values and selecting green standards. Green consumers’ choices are unique every time, and their purchasing knowledge and information obtained from each purchase contribute to the development of environmental values and data that result in the next purchase. Consumers who understand the sustainable purchase process make green brand purchases based on variables such as solid green purchasing, green value experience, available time for research and planning and decisions, understanding of environmental concerns, availability, and affordability to acquire green items [7]. Consumer demand for ecologically friendly goods has increased due to environmental concerns. Green brands have paved the way for new environmental ethics, which have raised people’s awareness and drastically altered their purchasing habits [8]. Green brand awareness means awareness of purchasing eco-friendly products, otherwise environmental awareness. It is established that women are more concerned about the environment than men [9]. A study in 1991, carried out by interviewing the respondents over the telephone concluded that urban consumers’ environmental apprehensions were not very consistent. Owner producers have different environmental considerations than labour farmers [10]. Furthermore, businesses should undertake long-term environmental plans to establish green brand equity and its antecedents [11]. It was also examined that the green marketing trend is present in India with an exploration of opportunities and challenges faced by Indian business firms. The focus was also on how companies have stepped up their attempts to get environmentally conscious consumers and allow it to impact their purchase choices. Results presented a continued rise in business practices and consumer demand [12]. However, consumers who are conscious of green brands are ready to pay a premium price for green goods. Consumers’ environmental consciousness is not a passing trend, even though consumers do not hesitate to pay a premium for green brands and environmental factors do impact choices. A ten-point plan was established to include a green marketing approach in the overall business strategy, where it can foresee a long-term profit potential. Efficient communication and frequent inspection are critical components for the long-term success of green marketing [13]. The marketers’ development in advertising tactics highlights the benefits of using green brands for consumers and the environment. Also, this study compared green brand usage with traditional product usage. The study concluded that green brands are helping the environment but should develop supply chain strategies and marketing tactics to lower the prices of green brands. A supply chain is a significant obstacle to adopting green brands [14]. Consumer intention to buy a product which is less damaging to the society and environment is called green purchase intention. It is also the motivation and preference of consumers to select products that are eco-friendly and less harmful. In the recent development has brought some negative impacts on the environment, water, air pollution and ozone layer depletion. To avoid these impacts, consumers are more aware and conscious of these problems. In other words, consumers are willing to purchase less or zero negative impact on the environment [15]. H2 : Green brands positively influence purchase intention. 2.3 Colour Trademark and Purchase Intention: The study examined the impact of trademark personality on consumer behaviour, particularly emphasizing the creation of trademark affection. The result revealed a significant and positive correlation between trademark personality, trademark affection, and resistance to negative information. Furthermore, it was revealed that trademark love has a strong relationship between trademark loyalty, consumer willingness to pay a high, opposition to negative information, self-disclosure, and active participation [16]. Another research study investigates the difference between trademark law and cognitive psychology and proposes different ways to present empirical evidence in trademark cases. The authors suggest that cost-effective, small-scale empirical studies could help predict consumer reactions to trademarks. However, the authors recognize that several related issues must be addressed to effectively incorporate empirical evidence into trademark law. The difference between legal and scientific methods needs deep research on respective disciplines to achieve better decision [17]. The study introduces the concept as an Islamic trademark this team is measured by the religious commitment, presence, and trust with consumer behaviour. The study found an Islamic consumer prefers the brand manufactured in the Islamic countries because of the Islamic trademark. Islamic consumers believe brand that has an Islamic trademark as a halal brand [18]. H3: Colour trademark has a positive influence on Purchase intention. 2.4 Mediation effect of green brands: In many research studies, the green brand has been identified as a critical mediating factor among various factors (variables) such as greenwashing [19], product packaging [20], green brand attachment, green word of mouth [21], and corporate social responsibility (CSR) [22]. However, the unique contribution of this study reveals the previously unexplored mediation effect of green brands, especially between colour trademarks and purchase intention. This novel aspect enhances our knowledge of the complex interplay between trademark and purchase decision. H4: Mediating effect of green brands between trademark and purchase intention 3. Conceptual framework 3.1 Promotion: According to recent studies, an optimistic trend is observed in how green advertisement influences substantially purchasing attitudes towards green brands through various factors such as consumer trust, credibility, brand image, belief in media, viewer’s attitudes, green education, perceived effectiveness, peer group influence and environmental behaviour. It was stated that there is a necessity to determine how green advertising, in conjunction with the element of green brand recognition, influences consumer purchasing behaviour and how much it leads to eco-friendly satisfaction through providing available energy products in terms of pre-purchase and post-purchase behaviour, as well as associated claims towards green advertisements by marketers [23]. To achieve high levels of green brand sales, companies should seek well-planned promotional efforts to develop a solid corporate image of “being green”. If the trustworthiness of green brands in green marketing is high, it favours potential and existing users’ willingness to buy green items. Furthermore, consumers’ attitudes about green commercials have a positive impact on purchase intent; the more favourable customers’ attitudes toward green ads are, the more likely they are to buy, and businesses may achieve this by including activities in ads that allow buyers to distinguish between ‘green’ and ‘non-green’ products [24]. Most famous beverage brands like Costa and Starbucks give offers to customers who use reusable cups and this brand stopped using plastic straws [25]. 3.2 Product Info: Eco-friendliness, quality, nutritional information, and safety are important variables for consumers to choose the product or brand. In the research of [26], another research found that consumer is willing to purchase when a product carries information as eco-friendliness. Another research says the consumer is willing to pay for the labelling "eco-friendly product" or "organic" [27]. Eco-labels increase trust in environmental products it increases consumer purchase intention. So, researchers considered product information as a variable in green brand purchase intention. 3.3 Price : Product and price are like blood and oxygen, undoubtedly price is the most influencing factor in consumer purchase decisions. [28], agreed that while purchasing green brands consumers are sensitive to the price. Another research says consumers believe that green brands are costlier than other brands [29,30], stated different studies were conducted to find the relationship between the green price and purchase intention, results show a positive relationship between price and purchase intention. To test this statement researcher, consider price as one of the variables in purchase intention. 3.4 Place: In the green marketing mix green place is the most hypothetical factor, because it deals with handling distance [31]. The main goal of a green place is to manage logistics to reduce transportation-related emissions of carbon footprint [32]. Place means the location of the product produced and available to purchase. Green brand companies must ensure that their distributors care about the environment and have a clean and sustainable distribution strategy in order for sustainable businesses to flourish and become affordable [33]. The place in which the product was being sold is taken into consideration as a variable. 3.5 Switching to Green brands: Consumer switching intention theory makes researchers pay close attention to the issue, due to their significant impact on the performance and growth of the business [34]. One of the research projects is based on the consumer attitude toward eco-friendly purchases behaviour. The research concludes consumers show a positive attitude towards purchasing eco-friendly products. Consumers pay attention to environmental protection activities such as reducing pollution and increasing consumption of sustainable products this become more popular worldwide [35]. Especially during the environmental era, firms and consumers switch from their traditional/current brands to green brands [36]. So, in this case, consumers break brand loyalty, whereas some research motivates consumers to switch to alternative brands which creates major issues in the market. Some research explains consumer switching intention from traditional brands to green brands. So, this research considers intention of switching brand as a main variable in the green brands 3.6 Recyclable resources: Consumers prefer to use recyclable packages or resources, whereas non-recyclable resources show a negative attitude toward the purchase intention [37]. Green packaging can be called eco-friendly packaging or sustainable packaging because it fully consists of natural product substances and it should be recycled or reused or it should be degraded easily in the soil and it should be safe and good for humans and animals [38]. In one study conducted in Vietnam City, consumers were willing to pay the premium price or above market price for biodegradable packaging [39]. At the global level, consumers are not willing to pay high prices for plastic packaging [40]. So, researchers used recyclable resources as an important factor in green brands. 3.7 Avoiding products harmful to the environment: When we hear the word harmful product to our environment first that comes to mind is plastic products, but other than plastic products which slowly destroy the environment are toxic chemical products. For instance, cosmetic products, personal hygiene and sanitary products, and detergents with harmful chemicals [41]. Avoiding harmful products will lead to an increase in green brand products because this researcher used to avoid harmful products as a key factor in green brands. 3.8 Colour trademarks: Traditional trademarks and non-traditional trademarks are the two categories of trademarks. Non-traditional trademarks include audio, colour, flavour, shape, touch, and scent. They are growing more important in defending against competitors. Colour trademarks have a distinctive purpose in the market since they protect a colour combination from rivals. A colour trademark is distinct from a brand name. The hue acts as the brand in this scenario. A trademark protects the use of colour in a certain market sector. To be registered as a trademark, a hue or colour combination must assist in differentiating one entity's goods or services from those of others [42]. 3.9 Colour Logo: In India, a single-colour brand is permissible only if a customer identifies it as a symbol of a product’s origin or if something unusual and distinctive is included in a business solitary-colour trademark. The registration of a trademark assists in instilling customer confidence and preventing consumer uncertainty regarding the source of things sold under the trademark. In most circumstances, consumers depend on trademarks, as inspecting a product cheaply and quickly to assess its quality is challenging [43]. Colour trademark covers not only the colour combination but also the colour space, colour histogram of the logo, and package. A conceptual framework has been developed to test the mediating effect. To find the relationship between colour trademark awareness and purchase intention with green brands as a mediating variable. A conceptual framework has been constructed to study the factors of consumer buying intention with factors of environmental consciousness for sustainable growth and colour trademark awareness. The framework demonstrates that a consumer’s trademark awareness leads to purchase intention through green brands. When customers are concerned about the environment, they are more inclined to avoid purchasing environmentally hazardous items. They are also more inclined to switch to green brands, or items manufactured using eco-friendly materials and techniques. This study wants to bring the impact of mediating role of green brands towards purchase intention. Colour marks and colour logos also have an impact on purchase intention. Consumers are more inclined to buy items from companies that have a good environmental reputation. Additionally, they are attracted to goods that have a distinguishing colour mark, or logo that denotes the product's environmental friendliness. Green brand purchase intention driven by green brands. 4. Methods and Materials 4.1 Data Collection An online survey has been employed to obtain responses for this study which focuses on green brands among consumers by employing a structured questionnaire across Tamil Nadu during the period August 2023 to November 2023. According to the consolidated report of all Intellectual Property Offices in India, Tamil Nadu is the second highest in filing applications for patents [44]. As per the above survey, the researcher selected Tamil Nadu to find the awareness of trademarks among Tamil Nadu consumers. The questionnaire was carefully designed to align with the study's objectives. Data was collected through an online survey with the Google Forms application on various social media platforms. The sample size for the current study was determined based on the rule proposed by [45], which recommends ten samples per variable. In this particular study, there are ten variables for the mediation model. According to this rule, the required sample size is 100. However, the study has received responses from 139 participants, which exceeds the initially required sample size. According to Comrey and Lee [46], a sample size below 50 is considered weak, 51 - 100 is regarded as moderately weak, and 101 to 200 is deemed adequate. The sample size received for the study is 139, which is considered an adequate sample size. The inclusion criteria for this study encompass consumers who have provided informed consent to complete the questionnaire and have voluntarily agreed to submit the form. Conversely, the exclusion criteria encompass individuals who are under 18 years of age, vulnerable persons, and respondents who are not proficient in reading, writing, and understanding the English language. 4.2. Demographic profile of the respondents: In this study, male respondents are 57.6% of the total, whereas 42.4% belong to female respondents. Most of the respondents had a post-graduation degree with 46.8%, followed by undergraduate with 41.0%. The majority age group i.e., 59.0% of the respondents spotted falls under 19 – 25 years of age, who can also be categorized as GenZ and at least 18% of respondents falling under 31 – 40 years of age. 46% of respondents belong to the income level below Rs. 20,000 per month while at least 7.9% of them are in the Rs. 30,000 to 40,000 categories. The occupation type of the respondents predominantly falls under self-employment with 43.9%, followed by an employee of an organisation with 27.3% and at least 11.5% to unemployed respondents. By residence, 41.7%, 23.0% and 5.8% belong to rural, urban and semi-urban respectively. Awareness of Green brands among the respondents for this study plays a vital role. 80% of respondents are aware of the green brand however 20% are unaware. 4.3 Measure: To measure the mediating variables, this study applied a widely accepted and deliberately used measurement scale in the field of social science research which is the Likert Scale [47]. It comprises a 5-point Likert scale ranging from strongly disagree, disagree, neutral, agree and strongly agree was used to measure the model. The data-collecting instrument included questions meant to assess consumer purchase intention depending on trademark awareness and being environmentally conscious for sustainable growth along with their factors. 5. Results and Discussions 5.1 Data Analysis: PLS-Structural Equation Modelling (SEM) approach was considered to examine the mediation model using the SmartPLS 4.0 software [48]. The SEM approach is used to study the relationship among the constructs. PLS-SEM is especially applied even when data does not follow normality conditions and, the study is linked to a limited number of hypotheses where measurement of the framework model cannot be assured. [49]. 5.2 Measurement Model To assess the measurement model, the reliability and validity of the model have been analysed. Table 1 shows that all item loading for the observed variables, values range from 0.84 to 0.93 which is more than 0.50. it represents that the model is satisfactory to proceed further. This study assesses the reliability and validity of the measurement model. Table 1 presents the results of this analysis. 5.2.1 Convergent Validity Additionally, the researchers have tested convergent validity, which measures the extent to which the observed variables in a construct are related to each other. Average Variance Extracted (AVE) values were used for each construct to assess the convergent validity. AVE values greater than 0.50 are considered acceptable [50]. In this study, the AVE values for all constructs were found to exceed the threshold value of 0.50 and fell within the range of 0.733 to 0.852, indicating strong convergent validity. The composite reliabilities (CR) for the constructs in this study are ranging from 0.917 to 0.920. These CR values exceed the acceptable threshold limit of a minimum of 0.70 for exploratory research [51]. The results indicate that the measurement models used to assess the latent variables are highly reliable and provide a solid foundation for the study's findings. Cronbach alpha value is between 0.827 to 0.879 which is greater than the threshold limit 0.70. Table 1- Results of the Measurement Model Constructs Indicators Item Loadings α AVE CR Green Brand ( environmentally conscious for sustainable growth ) GB1 0.844 0.879 0.733 0.917 GB2 0.847 GB3 0.891 GB4 0.843 Purchase Intention PIN1 0.854 0.881 0.737 0.918 PIN2 0.852 PIN3 0.867 PIN4 0.860 Trademark Awareness CTM1 0.912 0.827 0.852 0.920 CTM2 0.934 5.2.2 Discriminant Validity This study applied the Fornell and Larcker [52] method to assess the discriminant validity of the model. Table 2 shows all the variables and the square roots of AVE lie between 0.168 to 0.923. To evaluate the discriminant validity based on the Fornell-Larcker criteria, the AVE of each variable was compared with its squared correlation with other variables in the model. The diagonal-shaped values in Table 2 are AVE square root whereas the other values represent the correlation between other variables. These values of correlation are greater in all aspects which represents the discriminant validity is valid in the proposed conceptual model [50]. Also, Heterotrait-Monotrait ratio (HTMT) is applied as an additional criterion to assess the discriminant validity of the model. To ensure sufficient discriminant validity, it is required that the HTMT value should be below 0.85. [53]. From Table 3, it is evident that all the HTMT values for each construct are lower than the prescribed threshold value of 0.85. This indicates that the model shows satisfactory discriminant validity for the measured constructs. Overall, based on these results, the measurement model can be considered reliable and valid for further data analysis and interpretation. Table 2 - Fornell and Larcker discriminant validity CTM GB PIN CTM 0.923 GB 0.168 0.856 PIN 0.349 0.711 0.858 Table 3 Heterotrait-Monotrait ratio (HTMT) CTM GB PIN CTM GB 0.195 PIN 0.405 0.806 5.3 Hypotheses testing In this study, the bootstrapping technique was used to test the hypotheses with the support of SmartPLS 4.0 software. The bootstrapping method is a resampling approach and can be used for PLS-SEM analysis for reliability analysis and it does not require statistical assumptions compared to parametric testing [54]. In this present study, there are four hypotheses which include one mediating hypothesis. SmartPLS 4.0 is used for testing of hypotheses and bootstrapping has been performed based on 5000 subsets. Hypothesis 1 (H1) aimed to determine the influence of colour trademark (CTM) on green brand (GB). The results of the hypothesis test (Table 4) indicated a significant impact of colour trademark (CTM) on green brand (GB) (β = 0.177, t = 2.043, p < 0.05). The results reveal that CTM has a positive relationship with GB thereby at 5% level of significance which confirms hypothesis H1. Hypothesis (H2) aimed to determine if there is a noteworthy influence of green brand (GB) on purchase intention (PIN). The outcome of the statistical test (Table 4) indicated a significant impact of a green brand (GB) on the purchase intention (PIN) (β = 0.676, t = 10.694, p < 0.01). GB positively contributes to the development of PIN at a 1% level of significance. [55]Deshpande’s study purpose is to evaluate healthcare professionals in Belagavi, India, with regard to their awareness and comprehension of Intellectual Property Rights (IPR), especially Trademarks and Patents. The authors discovered a substantial lack of awareness and expertise on IPR among the surveyed healthcare professionals. The report also emphasized the necessity of training initiatives to raise healthcare workers' knowledge and comprehension of intellectual property rights, based on Deshpande’s study on IPR H3 aims to find the influence of colour trademark (CTM) on purchase intention (PIN). The result of the hypothesis test (Table 4) indicated a significant impact of colour trademark (CTM) on purchase intention (PIN) (β = 0.197, t = 2.878, p GB 0.177 0.083 2.028 0.043 Accepted H2 GB -> PIN 0.676 0.063 10.694 0.000 Accepted H3 CTM -> PIN 0.236 0.076 3.104 0.002 Accepted 5.4 Mediation Analysis: Mediation analysis is to determine the relation between the independent variable and dependent variable, in part or completely to the mediating variable. It will show how two variables are related. In this study analysis, the impact of the role of green brand as a mediator between colour trademark (CTM) and purchase intention (PIN). The findings from Table 5 indicated a significant total effect between CTM and PIN with the presence of mediation GB (β = 0.349, t = 3.851, p < 0.01). The direct effect between the CTM and PIN was found to be significant (β = 0.236, t = 3.104, p < 0.01). Furthermore, the indirect effect (mediating effect) of GB between CTM and PIN was found to be significant (β = 0.112, t = 1.983, p< 0.050). The results reveal that both direct effect and indirect effects are significant which is complementary mediation [56]. Hence, the GB has a positive mediating effect between CTM and PIN and the decision of H4 is confirmed. Table 5: Mediation Analysis (Direct, Indirect, Total effect) Effect Paths Path Coefficient SD T-Value P-value Confidence interval (2.5%,97.5%) Total Effect CTM → PIN 0.349*** 0.091 3.851 0.000 0.171,0.522 Indirect Effect CTM → GB → IN 0.112*** 0.057 1.983 0.047 0.007,0.233 Direct Effect CTM → PIN 0.236*** 0.063 3.104 0.002 0.090,0.386 Testing of reliability and validity Please refer Figure 2 here. Limitations and further scope of the study: Green washing awareness, other non-conventional trademarks being major contributions in the field of today’s Artificial Intelligence (AI) generated marketing world are not tested, which is also the scope of further study. It is crucial to highlight that this study was performed only in the state of Tamilnadu, other states in India, and the top countries leading in IP management portfolio may also be tested further based on this research model. Conclusion Considering the significance of adopting a greener lifestyle, the emergence of green brands is the need of the hour. Its acknowledgement and acceptance among responsible consumers were upbeat with the various promotional tactics taken up by the brands. Among various promotional activities, the usage of colour trademarks is being tested with the help of a hypotheses developed. The first hypothesis argues that colour trademarks have a positive influence on green brands, which is accepted. The results illustrated that green brands had positively influenced purchase intention, which proves the second hypothesis. This is the reflection of the awareness among the consumers to shift towards products that are environment-friendly. The study found that consumers have spotted the presence of a colour trademark and shifted their eyeballs towards the green brands. Hence, colour marks and colour logos have a significant impact on the purchase intention, apart from various other factors such as the price of the product. This justifies the third hypothesis by trying to check the relationship between the presence of colour marks and their positive purchase intention. In India, researchers are investigating the relationship between trade mark perception and customer awareness. It cites a recent Delhi High Court decision that underlines the necessity of examining trademarks through the eyes of customers. The research illustrates how memory, recall, and perception all play a part in influencing the chance of mark misunderstanding. It also offers instances of recent trade mark cases in India and how the Court used this strategy. The document is instructive and gives insights into the Indian legal system governing trade marks [57,58]. The mediation effect proves to be true between the existence of trademarks and green brands' purchase intention. Hence it is suggested to include the colour marks as a part of the promotional activities taken up by the green brands. Researchers' endeavours bring to limelight in the much less researched area of colour marks with some empirical shred of evidence. Declarations Ethics approval and consent to participate The research obtained approval from the Institutional Ethical Committee for Studies on Human Subjects (IECH). All participants provided their consent for the use of their data for research purposes. Funding We wish to express our sincere thanks to the SPARC-MHRD, Govt. of India for the grant released (Id. No. P1834) which was instrumental in facilitating and conducting this comprehensive study. Conflict of Interest: The authors declare no conflict of interest. Data Availiability Data will be made available on reasonable request of corresponding author. Authors Contributions: Conceptualisation, JPR and US; formal analysis, AH and JPR.; theoretical framework US and JPR. hypotheses development, JPR.; data collection, JPR and AH; methodology and data analysis, RKB, JPR and AH.; supervision, US.; validation, JPR, RKB, US and AH; writing—original draft, JPR. writing—review and editing, JPR,US, AH. All authors have read and agreed to the published version of the manuscript . Acknowledgement: We extend our heartfelt gratitude to the management of Vellore Institute of Technology, Vellore, for their unwavering support throughout the research process. Their provision of essential infrastructure, access to the library, and the stipend played a pivotal role in the successful completion of this manuscript. References Saxena R, Khandelwal PK. Can green marketing be used as a tool for sustainable growth?: A study performed on consumers in India-An emerging economy. Int. J. Environ. Cult. Econ. Soc. Sustain. 2010;6:277-291. 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Green Products Versus Conventional Products: A Select Study. Clear International IJRCMS. 2014;5(9). Rizwan M, Ahmad SU, Mehboob N. Enhancing the green purchase intention based on green marketing: an empirical study from Pakistan. Asian J. Empir. Res. 2013;3(2):208-19 Bairrada CM, Coelho A, Lizanets V. The impact of brand personality on consumer behavior: the role of brand love. J. Fash. Mark. Manag. 2019;23(1):30-47. Weatherall K. The consumer as the empirical measure of trade mark law. Mod Law Rev. 2017;80(1):57-87. Helal TO, Abdalrhman HA, Yahia AE, Ahmed BM, El-Tahan EA. The Effect of Trademark on Consumer Behavior. Bus. manag. econ. 2020;6(5):58-66. Chen YS, Chang TW, Li HX, Chen YR. The influence of green brand affect on green purchase intentions: The mediation effects of green brand associations and green brand attitude. Int. J. Environ. Res. Public Health. 2020;17(11):4089. Chen YS, Hung ST, Wang TY, Huang AF, Liao YW. The influence of excessive product packaging on green brand attachment: The mediation roles of green brand attitude and green brand image. Sustainability. 2017;9(4):654. Mehdikhani R, Valmohammadi C. The effects of green brand equity on green word of mouth: the mediating roles of three green factors. J. Bus. Ind. Mark. 2022;37(2):294-308. Lee YH, Chen SL. Effect of green attributes transparency on wta for green cosmetics: Mediating effects of CSR and green brand concepts. Sustainability. 2019;11(19):5258. Khandelwal U, Bajpai N. A study on green advertisement and its impact on consumer purchase intention. J. Creative Commun. 2011;6(3):259-76. Zhu B. The impact of green advertising on consumer purchase intention of green products. InProceedings of World Business and Economics Research Conference 2012 Oct 25. The caterer. Wrapper’s Delight: Eco-Friendly Plastic Alternatives. 2018. https://www.thecaterer.com/articles/534918/wrappers-delight-eco-friendly-plasticalternatives. Accessed 25 Sep 2023. Vlaeminck P, Jiang T, Vranken L. Food labeling and eco-friendly consumption: Experimental evidence from a Belgian supermarket. Ecol Econ. 2014;108:180-90. Schumacher I. Ecolabeling, consumers' preferences and taxation. Ecol Econ. 2010;69(11):2202-12. Mandese J. New study finds green confusion. Advertising age. 1991;62(45):1-56. Bonini S, Oppenheim J. Cultivating the green consumer. Stanf. Soc. Innov. Rev . 2008;6(4):56-61. Karatu VM, Mat NK. The mediating effects of green trust and perceived behavioral control on the direct determinants of intention to purchase green products in Nigeria. Mediterr. J. Soc. Sci. 2015;6(4):256. Awan U. Green marketing: Marketing strategies for the Swedish energy companies. IJIM . 2011;1(2):1. Shil P. Evolution and future of environmental marketing. Asia Pac.J.Mark Manag. Rev. 2012;1(3):74-81. Kalama E. Green marketing practices by Kenya petroleum refineries: a study of the perception of the management of oil marketing companies in Kenya (Doctoral dissertation, University of NAIROBI). 2007 Kamolsook A, Badir YF, Frank B. Consumers' switching to disruptive technology products: The roles of comparative economic value and technology type. Technol Forecast Soc Change. 2019;140:328-40. McIntosh A. The impact of environmental-issues on marketing and politics in the 1990s. J Market Res Soc. 1991;33(3):205-17. Chen YS, Chang CH. Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Manag. Decis. 2012;50(3):502-20. Stöckigt G, Schiebener J, Brand M. Providing sustainability information in shopping situations contributes to sustainable decision making: An empirical study with choice-based conjoint analyses. J. Retail. Consum. Serv. 2018;43:188-99. Zhang G, Zhao Z. Green packaging management of logistics enterprises. Phys. Procedia. 2012;24:900-5. Hao Y, Liu H, Chen H, Sha Y, Ji H, Fan J. What affect consumers’ willingness to pay for green packaging? Evidence from China. Resour Conserv Recycl. 2019;141:21-9. Nguyen AT, Yến-Khanh N, Thuan NH. Consumers’ purchase intention and willingness to pay for eco-friendly packaging in Vietnam. Sustainable Packaging. 2021:289-323. Nowak A, Nowak I. Review of harmful chemical pollutants of environmental origin in honey and bee products. Crit. Rev. Food Sci. Nutr. 2023;63(21):5094-116. Jananipriya R, Usha S. Green Brands Representation Through Color Trademarks for Sustainable Business Practices and Environmental Concerns. ECS Trans. 2022;107(1):11479. Roth ME. Something old, something new, something borrowed, something blue: A new tradition in nontraditional trademark registrations. Cardozo L. Rev. 2005;27:457. Rampal, RB, Raghuvanshi SS. Half of India’s patents comes from 3 states- is awareness need of the hour? S.S. Rana & Co. 2021. https://ssrana.in/articles/half-of-indias-patents-comes-from-3-states-is-awareness-need-of-the-hour/. Accessed 26 Nov 2023 Hair JF, Hult GTM, Ringle CM, Sarstedt M. (2017b). A primer on partial least squares structural equation modeling (PLS-SEM). (2nd ed.) 2017;24-25. Thousand Oaks, CA: Sage. Available at: http://lccn.loc.gov/2016005380 Comrey AL, Lee HB. A first course in factor analysis. Psychology press; 2013. Likert R. A technique for the measurement of attitudes. Arch. psychol. 1932. Ringle CM, Wende S, Becker JM. SmartPLS 3. Boenningstedt. SmartPLS GmbH. 2015:2015. Chin W, Cheah JH, Liu Y, Ting H, Lim XJ, Cham TH. Demystifying the role of causal-predictive modeling using partial least squares structural equation modeling in information systems research. Ind. Manag. Data Syst. 2020;120(12):2161-209. Hair Jr JF, Matthews LM, Matthews RL, Sarstedt M. PLS-SEM or CB-SEM: updated guidelines on which method to use. Int. j. multivariate data analysis. 2017;1(2):107-23. Kline RB. Principles and practice of structural equation modeling. Guilford publications; 2023. Fornell C, Larcker DF. Structural equation models with unobservable variables and measurement error: Algebra and statistics.1981 Henseler J, Ringle CM, Sarstedt M. A new criterion for assessing discriminant validity in variance-based structural equation modeling. J. Acad. Mark. Sci. 2015;43:115-35. Henseler J, Ringle CM, Sinkovics RR. The use of partial least squares path modeling in international marketing. New challenges to international marketing. 2009; 20: 277-319. Emerald Group Publishing Limited. Deshpande AP, Ankola AV, Sankeshwari R, Jalihal S, Kabra L, Bhat DV, Choudhury AR. Assessment of knowledge and awareness regarding intellectual property rights among the health-care professionals in Belagavi city: A cross-sectional study. J. Educ. Health Promot. 2022;11. Zhao X, Lynch Jr JG, Chen Q. Reconsidering Baron and Kenny: Myths and truths about mediation analysis. J. Consum. Res. 2010;37(2):197-206. Singh, M. (2023, November 14). India - the interface between trade mark perception and consumer awareness . Conventus Law. 2023 https://conventuslaw.com/report/india-the-interface-between-trade-mark-perception-and-consumer-awareness/ Accessed 16 Nov 2023 Sopariwala Exports & Ors (In The High Court of Delhi at New Delhi October 9, 2023). Additional Declarations No competing interests reported. Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-3816292","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":264992320,"identity":"98d7bf84-76c4-4d47-9d2c-ee132485a40f","order_by":0,"name":"Jananipriya R","email":"","orcid":"","institution":"Vellore Institue of Technology","correspondingAuthor":false,"prefix":"","firstName":"Jananipriya","middleName":"","lastName":"R","suffix":""},{"id":264992321,"identity":"d06544d2-7f51-4de3-a391-2ad3c1eff961","order_by":1,"name":"Ravi Kumar B","email":"","orcid":"","institution":"CSIR Central Leather Research Institute","correspondingAuthor":false,"prefix":"","firstName":"Ravi","middleName":"Kumar","lastName":"B","suffix":""},{"id":264992322,"identity":"dcbdfd5b-0666-42db-8030-e9fa2f5170d1","order_by":2,"name":"Usha S","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAqklEQVRIiWNgGAWjYHACNgaGCgYeCNuAaC1nGHh4SNPC2MYAs4YIID8j/dmDn/MOy9gzMD/8wFBwh7AWgxs55oa92w4DHcZmLMFg8IwILRI5bBK829JAfjEDcg8T5zDJv3NAWti/EaeF4UaCmTRvgw1QCw+RthiceWMmLXMMqOUwT7FEAlEOawc67E2NhD17e/vGDx/+EOMwOGAG4gRSNIyCUTAKRsEowA0ABtktNnoGQw0AAAAASUVORK5CYII=","orcid":"","institution":"Vellore Institue of Technology","correspondingAuthor":true,"prefix":"","firstName":"Usha","middleName":"","lastName":"S","suffix":""},{"id":264992323,"identity":"9395fb9c-02f8-414f-b792-58ee0c72c364","order_by":3,"name":"Attchaya H","email":"","orcid":"","institution":"Vellore Institue of Technology","correspondingAuthor":false,"prefix":"","firstName":"Attchaya","middleName":"","lastName":"H","suffix":""}],"badges":[],"createdAt":"2023-12-28 10:59:10","currentVersionCode":1,"declarations":{"humanSubjects":false,"vertebrateSubjects":false,"conflictsOfInterestStatement":false,"humanSubjectEthicalGuidelines":false,"humanSubjectConsent":false,"humanSubjectClinicalTrial":false,"humanSubjectCaseReport":false,"vertebrateSubjectEthicalGuidelines":false},"doi":"10.21203/rs.3.rs-3816292/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-3816292/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":49204907,"identity":"ef8a0915-0053-45dd-bd03-f55fa4e749db","added_by":"auto","created_at":"2024-01-05 06:58:48","extension":"jpeg","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":44358,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cem\u003eConceptual framework\u003c/em\u003e\u003c/p\u003e","description":"","filename":"floatimage1.jpeg","url":"https://assets-eu.researchsquare.com/files/rs-3816292/v1/81b97f013f10cebaf8d250a1.jpeg"},{"id":49204906,"identity":"bb2f5920-1a56-481b-bdc0-cceaf64ee5b5","added_by":"auto","created_at":"2024-01-05 06:58:48","extension":"png","order_by":2,"title":"Figure 2","display":"","copyAsset":false,"role":"figure","size":8796,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cem\u003e\u003cstrong\u003eSimple mediation model using SEM approach\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e","description":"","filename":"floatimage2.png","url":"https://assets-eu.researchsquare.com/files/rs-3816292/v1/1009e9b9a808951de3acca5c.png"},{"id":56774168,"identity":"5ee18596-5e5c-4f4d-bdf6-f9ba53a05153","added_by":"auto","created_at":"2024-05-20 10:02:58","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":625959,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-3816292/v1/33650fa6-9f43-4d0c-931c-1fb050532996.pdf"}],"financialInterests":"No competing interests reported.","formattedTitle":"Colour Trademarks: A Creative Approach to Representing Green Brands and Sustainable Business Practices","fulltext":[{"header":"1.\tIntroduction","content":"\u003cp\u003eGreen Brand awareness among consumers is crucial in terms of ecological effects and long-term company sustainability since it encourages the use of efficient and environmentally safe products. A green brand may attain more attention in the market, if consumers possess knowledge of the concepts of green brands and responsibility towards the environment by avoiding non-eco-friendly items. Green brands makes products primarily concerned with environmental benefits. Most consumers associate the green brand with words such as organic, recyclable, eco-friendly, and sustainable. Recently, consumers have become more interested in green brands. Green brands are gaining popularity because of their eco-friendliness; individuals may want to utilize eco-friendly products due to increased global warming in the recent past. Green companies should make it obvious how they utilize renewable resources, cut waste, guarantee the safety of their products and services, as well as support environmental issues to establish a solid reputation for being friendly to the environment and\u0026nbsp;avoid greenwashing. To show their commitment, they must incorporate environmental factors into their marketing efforts. Green firms may use integrated marketing communications (IMC) to establish a connection with their target audience and convey the value that they offer to consumers who are concerned about the environment and sustainability [1].\u003c/p\u003e\n\u003cp\u003eFurthermore, social welfare organizations are working with the government to improve environmental consciousness among the citizens to reduce pollution, preserve energy, encourage sustainable growth, and protect natural resources. The green brand is the practice of purchasing green commodities to decrease detrimental environmental consequences when consumption is unavoidable. Environmental principles fostered the green brand. Shape marks, aroma marks, flavour marks, colour marks, and touch marks are examples of non-conventional trademarks. Colour markings are significant in green brands since the colour is a crucial aspect of marketing as it presents itself as a medium of communication with the consumers.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eThe main objective of the study is to determine colour trademark influence on green brand and its purchase intention.\u003c/p\u003e"},{"header":"2.\tReview of Literature and development of hypotheses","content":"\u003cp\u003e\u003cstrong\u003e\u003cem\u003e2.1 Green brand and Trademark\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eA brand that promotes environmental protection and sustainability is called a green brand. Consumers who care about the planet and are ready to pay more for eco-friendly products and services are attracted to green brands. Green brands also enhance the company\u0026rsquo;s image and reputation, as well as foster a competitive edge in the market.\u003c/p\u003e\n\u003cp\u003eMany producers today are concerned about environmental issues such as the depletion of renewable resources, the loss of biodiversity, and other grave alarms raised due to global warming. Environmental-conscious consumers are open to green\u0026nbsp;promotion, regardless of the green performance based on prior activities, and these promotions foster favourable reputations and beliefs, to impact a positive environmental change. It helps evaluate the consumer\u0026rsquo;s actions\u0026nbsp;towards ecological commercials, which results in environmental safety. Consumers with a high degree of engagement in green marketing regard such commercials as credible and genuine, and champions of ecological conservation believe that they can make a difference with their particular conduct [2].\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eGreen marketing methods enable businesses to gain a competitive advantage and enter new markets to increase their market share. Companies should implement sustainable product branding methods in their green marketing strategies through its three drivers, which comprise \u0026ldquo;green brand image,\u0026rdquo; \u0026ldquo;green brand trust,\u0026rdquo; and \u0026ldquo;green satisfaction,\u0026rdquo; which may increase the equity of other green companies. Green brand image contributes to the creation of a green reputation via the mediating role of green trust and pleasure. Green brand awareness is connected to environmentally friendly products and may be described as the consumer\u0026rsquo;s capacity to recognize and recall that it represents ecologically sustainable products [3]. The influence of environment-friendly brands is the consumer\u0026rsquo;s capacity to perceive and assess such brands\u0026rsquo; qualities [4].\u003c/p\u003e\n\u003cp\u003eColour trademark signifies a brand and colour or combination of colours. In other words, colour trademark represents brand recognition, regular usage of a specific colour on a brand helps to create immediate recognition of the brand to the consumer and this leads the consumer to brand loyalty and trust. To qualify for a colour trademark, the colour must be distinctive, non-functional, and serve as a source identifier, meaning consumers associate that colour with a specific brand or product. Companies register colour trademarks with the relevant intellectual property offices to prevent competitors from using similar colours in ways that could confuse\u0026nbsp;consumers.\u003c/p\u003e\n\u003cp\u003eThe study highlights the importance of trademarks, advising marketers to form tighter partnerships with their legal counterparts. Furthermore, the study aims to encourage businesses to do extensive audits of their trademark portfolios. This entails uncovering previously undetected possibilities and comparing their performance to that of industry leaders to get important information. Trademarks influence the financial status of the brand [5].\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH1\u003c/strong\u003e: Colour trademark has a positive influence on green brands.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e2.2 Green Brand and Purchase Intention:\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe primary eco-friendly behaviour is eco-friendly consumption, often known as green purchasing. This behaviour relates to the purchase of environment-friendly items. These goods contain post-consumed paper and plastics, non-polluting detergents, energy-saving light bulbs, dyes, and fragrances among others. Businesses should produce these goods to accomplish long-term environmental and organizational preservation aims and objectives [6].\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eEach person\u0026rsquo;s green purchasing process is impacted by situational elements such as changing residence and commercial setup, which has a sustainable product line based on travel distance. The purchasing procedure also depends on adopting sustainable values and selecting green standards. Green consumers\u0026rsquo; choices are unique every time, and their purchasing knowledge and information obtained from each purchase contribute to the development of environmental values and data that result in the next purchase. Consumers who understand the sustainable purchase process make green brand purchases based on variables such as solid green purchasing, green value experience, available time for research and planning and decisions, understanding of environmental concerns, availability, and affordability to acquire green items [7]. Consumer demand for ecologically friendly goods has increased due to environmental concerns. Green brands have paved the way for new environmental ethics, which have raised people\u0026rsquo;s awareness and drastically altered their purchasing habits [8].\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eGreen brand awareness means awareness of purchasing eco-friendly products, otherwise environmental awareness. It is established that women are more concerned about the environment than men [9]. A study in 1991, carried out by interviewing the respondents over the telephone concluded that urban consumers\u0026rsquo; environmental apprehensions were not very consistent. Owner producers have different environmental considerations than labour farmers [10]. Furthermore, businesses should undertake long-term environmental plans to establish green brand equity and its antecedents [11]. It was also examined that the green marketing trend is present in India with an exploration of opportunities and challenges faced by Indian business firms. The focus was also on how companies have stepped up their attempts to get environmentally conscious consumers and allow it to impact their purchase choices. Results presented a continued rise in business practices and consumer demand [12].\u003c/p\u003e\n\u003cp\u003eHowever, consumers who are conscious of green brands are ready to pay a premium price for green goods. Consumers\u0026rsquo; environmental consciousness is not a passing trend, even though consumers do not hesitate to pay a premium for green brands and environmental factors do impact choices. A ten-point plan was established to include a green marketing approach in the overall business strategy, where it can foresee a long-term profit potential. Efficient communication and frequent inspection are critical components for the long-term success of green marketing [13]. The marketers\u0026rsquo; development in advertising tactics highlights the benefits of using green brands for consumers and the environment. Also, this study compared green brand usage with traditional product usage. The study concluded that green brands are helping the environment but should develop supply chain strategies and marketing tactics to lower the prices of green brands. A supply chain is a significant obstacle to adopting green brands [14].\u003c/p\u003e\n\u003cp\u003eConsumer intention to buy a product which is less damaging to the society and environment is called green purchase intention. It is also the motivation and preference of consumers to select products that are eco-friendly and less harmful. In the recent development has brought some negative impacts on the environment, water, air pollution and ozone layer depletion. To avoid these impacts, consumers are more aware and conscious of these problems. In other words, consumers are willing to purchase less or zero negative impact on the environment [15].\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH2\u003c/strong\u003e: Green brands positively influence purchase intention.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e2.3 Colour Trademark and Purchase Intention:\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe study examined the impact of trademark personality on consumer behaviour, particularly emphasizing the creation of trademark affection. The result revealed a significant and positive correlation between trademark personality, trademark affection, and resistance to negative information. Furthermore, it was revealed that trademark love has a strong relationship between trademark loyalty, consumer willingness to pay a high, opposition to negative information, self-disclosure, and active participation [16]. Another research study investigates the difference between trademark law and cognitive psychology and proposes different ways to present empirical evidence in trademark cases. The authors suggest that cost-effective, small-scale empirical studies could help predict consumer reactions to trademarks. However, the authors recognize that several related issues must be addressed to effectively incorporate empirical evidence into trademark law. The difference between legal and scientific methods needs deep research on respective disciplines to achieve better decision [17]. The study introduces the concept as an Islamic trademark this team is measured by the religious commitment, presence, and trust with consumer behaviour. The study found an Islamic consumer prefers the brand manufactured in the Islamic countries because of the Islamic trademark. Islamic consumers believe brand that has an Islamic trademark as a halal brand [18].\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eH3:\u0026nbsp;Colour\u0026nbsp;trademark has a positive influence on Purchase intention.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e2.4 Mediation effect of green brands:\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eIn many research studies, the green brand has been identified as a critical mediating factor among various factors (variables) such as greenwashing [19], product packaging [20], green brand attachment, green word of mouth [21], and corporate social responsibility (CSR) [22]. However, the unique contribution of this study reveals the previously unexplored mediation effect of green brands, especially between colour trademarks and purchase intention. This novel aspect enhances our knowledge of the complex interplay between trademark and purchase decision. \u0026nbsp;\u003c/p\u003e\n\u003cp\u003eH4: Mediating effect of green brands between trademark and purchase intention\u003c/p\u003e"},{"header":"3. Conceptual framework","content":"\u003cp\u003e\u003cstrong\u003e\u003cem\u003e3.1 Promotion:\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eAccording to recent studies, an optimistic trend is observed in how green advertisement influences substantially purchasing attitudes towards green brands through various factors such as consumer trust, credibility, brand image, belief in media, viewer\u0026rsquo;s attitudes, green education, perceived effectiveness, peer group influence and environmental behaviour. It was stated that there is a necessity to determine how green advertising, in conjunction with the element of green brand recognition, influences consumer purchasing behaviour and how much it leads to eco-friendly satisfaction through providing available energy products in terms of pre-purchase and post-purchase behaviour, as well as associated claims towards green advertisements by marketers [23]. To achieve high levels of green brand sales, companies should seek well-planned promotional efforts to develop a solid corporate image of \u0026ldquo;being green\u0026rdquo;. If the trustworthiness of green brands in green marketing is high, it favours potential and existing users\u0026rsquo; willingness to buy green items. Furthermore, consumers\u0026rsquo; attitudes about green commercials have a positive impact on purchase intent; the more favourable customers\u0026rsquo; attitudes toward green ads are, the more likely they are to buy, and businesses may achieve this by including activities in ads that allow buyers to distinguish between \u0026lsquo;green\u0026rsquo; and \u0026lsquo;non-green\u0026rsquo; products [24]. Most famous beverage brands like Costa and Starbucks give offers to customers who use reusable cups and this brand stopped using plastic straws [25].\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e3.2 \u0026nbsp;Product Info:\u003c/em\u003e\u003c/strong\u003e\u003cstrong\u003e\u0026nbsp;\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eEco-friendliness, quality, nutritional information, and safety are important variables for consumers to choose the product or brand. In the research of [26], another research found that consumer is willing to purchase when a product carries information as eco-friendliness. Another research says the consumer is willing to pay for the labelling \u0026quot;eco-friendly product\u0026quot; or \u0026quot;organic\u0026quot; [27]. Eco-labels increase trust in environmental products it increases consumer purchase intention.\u0026nbsp;So, researchers considered product information as a variable in green brand purchase intention.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e3.3 Price\u003c/em\u003e\u003c/strong\u003e\u003cstrong\u003e:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eProduct and price are like blood and oxygen, undoubtedly price is the most influencing factor in consumer purchase decisions. [28], agreed that while purchasing green brands consumers are sensitive to the price. Another research says consumers believe that green brands are costlier than other brands [29,30], stated different studies were conducted to find the relationship between the green price and purchase intention, results show a positive relationship between price and purchase intention. To test this statement researcher, consider price as one of the variables in purchase intention.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e3.4 Place:\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eIn the green marketing mix green place is the most hypothetical factor, because it deals with handling distance [31]. The main goal of a green place is to manage logistics to reduce transportation-related emissions of carbon footprint [32]. Place means the location of the product produced and available to purchase. Green brand companies must ensure that their distributors care about the environment and have a clean and sustainable distribution strategy in order for sustainable businesses to flourish and become affordable [33]. The place in which the product was being sold is taken into consideration as a variable.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3.5 Switching to Green brands:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eConsumer switching intention theory makes researchers pay close attention to the issue, due to their significant impact on the performance and growth of the business [34]. One of the research projects is based on the consumer attitude toward eco-friendly purchases behaviour. The research concludes consumers show a positive attitude towards purchasing eco-friendly products. Consumers pay attention to environmental protection activities such as reducing pollution and increasing consumption of sustainable products this become more popular worldwide [35]. Especially during the environmental era, firms and consumers switch from their traditional/current brands to green brands [36]. So, in this case, consumers break brand loyalty, whereas some research motivates consumers to switch to alternative brands which creates major issues in the market. Some research explains consumer switching intention from traditional brands to green brands. So, this research considers intention of \u0026nbsp; switching brand as a main variable in the green brands\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3.6 Recyclable resources:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eConsumers prefer to use recyclable packages or resources, whereas non-recyclable resources show a negative attitude toward the purchase intention [37]. Green packaging can be called eco-friendly packaging or sustainable packaging because it fully consists of natural product substances and it should be recycled or reused or it should be degraded easily in the soil and it should be safe and good for humans and animals [38]. In one study conducted in Vietnam City, consumers were willing to pay the premium price or above market price for biodegradable packaging [39]. At the global level, consumers are not willing to pay high prices for plastic packaging [40]. So, researchers used recyclable resources as an important factor in green brands. \u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3.7 Avoiding products harmful to the environment:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eWhen we hear the word harmful product to our environment first that comes to mind is plastic products, but other than plastic products which slowly destroy the environment are toxic chemical products. For instance, cosmetic products, personal hygiene and sanitary products, and detergents with harmful chemicals [41]. Avoiding harmful products will lead to an increase in green brand products because this researcher used to avoid harmful products as a key factor in green brands.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e3.8 Colour trademarks:\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eTraditional trademarks and non-traditional trademarks are the two categories of trademarks. Non-traditional trademarks include audio, colour, flavour, shape, touch, and scent. They are growing more important in defending against competitors. Colour trademarks have a distinctive purpose in the market since they protect a colour combination from rivals. A colour trademark is distinct from a brand name. The hue acts as the brand in this scenario. A trademark protects the use of colour in a certain market sector. To be registered as a trademark, a hue or colour combination must assist in differentiating one entity\u0026apos;s goods or services from those of others [42].\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003e3.9 Colour Logo:\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eIn India, a single-colour brand is permissible only if a customer identifies it as a symbol of a product\u0026rsquo;s origin or if something unusual and distinctive is included in a business solitary-colour trademark. The registration of a trademark assists in\u0026nbsp;instilling customer confidence and preventing consumer uncertainty regarding the source of things sold under the trademark. In most circumstances, consumers depend on trademarks, as inspecting a product cheaply and quickly to assess its quality is challenging [43]. Colour trademark covers not only the colour combination but also the colour space, colour histogram of the logo, and package.\u003c/p\u003e\n\u003cp\u003eA conceptual framework has been developed to test the mediating effect. To find the relationship between colour trademark awareness and purchase intention with green brands as a mediating variable. A conceptual framework has been constructed to study the factors of consumer buying intention with factors of environmental consciousness for sustainable growth and colour trademark awareness.\u003c/p\u003e\n\u003cp\u003eThe framework demonstrates that a consumer\u0026rsquo;s trademark awareness leads to purchase intention through green brands. When customers are concerned about the environment, they are more inclined to avoid purchasing environmentally hazardous items. They are also more inclined to switch to green brands, or items manufactured using eco-friendly materials and techniques. This study wants to bring the impact of mediating role of green brands towards purchase intention.\u003c/p\u003e\n\u003cp\u003eColour marks and colour logos also have an impact on purchase intention. Consumers are more inclined to buy items from companies that have a good environmental reputation. Additionally, they are attracted to goods that have a distinguishing colour mark, or logo that denotes the product\u0026apos;s environmental friendliness. Green brand purchase intention driven by green brands.\u0026nbsp;\u003c/p\u003e"},{"header":"4. Methods and Materials","content":"\u003cp\u003e\u003cstrong\u003e4.1 Data Collection\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eAn online survey has been employed to obtain responses for this study which focuses on green brands among consumers by employing a structured questionnaire across Tamil Nadu during the period August 2023 to November 2023.\u0026nbsp;According to the consolidated report of all Intellectual Property Offices in India, Tamil Nadu is the second highest in filing applications for patents [44]. As per the above survey, the researcher selected Tamil Nadu to find the awareness of trademarks among Tamil Nadu consumers. The questionnaire was carefully designed to align with the study\u0026apos;s objectives. Data was collected through an online survey with the Google Forms application on various social media platforms. The sample size for the current study was determined based on the rule proposed by [45], which recommends ten samples per variable. In this particular study, there are ten variables for the mediation model. According to this rule, the required sample size is 100. However, the study has received responses from 139 participants, which exceeds the initially required sample size. According to Comrey and Lee [46], a sample size below 50 is considered weak, 51 - 100 is regarded as moderately weak, and 101 to 200 is deemed adequate. The sample size received for the study is 139, which is considered an adequate sample size. The inclusion criteria for this study encompass consumers who have provided informed consent to complete the questionnaire and have voluntarily agreed to submit the form. Conversely, the exclusion criteria encompass individuals who are under 18 years of age, vulnerable persons, and respondents who are not proficient in reading, writing, and understanding the English language.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e4.2. Demographic profile of the respondents:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eIn this study, male respondents are 57.6% of the total, whereas 42.4% belong to female respondents. Most of the respondents had a post-graduation degree with 46.8%, followed by undergraduate with 41.0%. The majority age group i.e., 59.0% of the respondents spotted falls under 19 \u0026ndash; 25 years of age, who can also be categorized as GenZ and at least 18% of respondents falling under 31 \u0026ndash; 40 years of age. 46% of respondents belong to the income level below Rs. 20,000 per month while at least 7.9% of them are in the Rs. 30,000 to 40,000 categories. The occupation type of the respondents predominantly falls under self-employment with 43.9%, followed by an employee of an organisation with 27.3% and at least 11.5% to unemployed respondents. By residence, 41.7%, 23.0% and 5.8% belong to rural, urban and semi-urban respectively. Awareness of Green brands among the respondents for this study plays a vital role. 80% of respondents are aware of the green brand however 20% are unaware.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e4.3 Measure:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eTo measure the mediating variables, this study applied a widely accepted and deliberately used measurement scale in the field of social science research which is the Likert Scale [47]. It comprises a 5-point Likert scale ranging from strongly disagree, disagree, neutral, agree and strongly agree was used to measure the model. The data-collecting instrument included questions meant to assess consumer purchase intention depending on trademark awareness and being environmentally conscious for sustainable growth along with their factors.\u0026nbsp;\u003c/p\u003e"},{"header":"5.\tResults and Discussions","content":"\u003cp\u003e\u003cstrong\u003e5.1 Data Analysis:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003ePLS-Structural Equation Modelling (SEM) approach was considered to examine the mediation model using the SmartPLS 4.0 software [48]. The SEM approach is used to study the relationship among the constructs. PLS-SEM is especially applied even when data does not follow normality conditions and, the study is linked to a limited number of hypotheses where measurement of the framework model cannot be assured. [49]. \u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e5.2 Measurement Model\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eTo assess the measurement model, the reliability and validity of the model have been analysed. Table 1 shows that all item loading for the observed variables, values range from 0.84 to 0.93 which is more than 0.50. it represents that the model is satisfactory to proceed further. This study assesses the reliability and validity of the measurement model. Table 1 presents the results of this analysis.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e5.2.1 Convergent Validity\u003c/p\u003e\n\u003cp\u003eAdditionally, the researchers have tested convergent validity, which measures the extent to which the observed variables in a construct are related to each other. Average Variance Extracted (AVE) values were used for each construct to assess the convergent validity. AVE values greater than 0.50 are considered acceptable [50]. In this study, the AVE values for all constructs were found to exceed the threshold value of 0.50 and fell within the range of 0.733 to 0.852, indicating strong convergent validity. The composite reliabilities (CR) for the constructs in this study are ranging from 0.917 to 0.920. These CR values exceed the acceptable threshold limit of a minimum of 0.70 for exploratory research [51]. The results indicate that the measurement models used to assess the latent variables are highly reliable and provide a solid foundation for the study\u0026apos;s findings. Cronbach alpha value is between 0.827 to 0.879 which is greater than the threshold limit 0.70.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eTable 1- Results of the Measurement Model\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\" width=\"601\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd width=\"25.833333333333332%\"\u003e\n \u003cp\u003eConstructs\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.666666666666668%\"\u003e\n \u003cp\u003eIndicators\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.166666666666668%\"\u003e\n \u003cp\u003eItem Loadings\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.666666666666666%\"\u003e\n \u003cp\u003e\u0026alpha;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"14.333333333333334%\"\u003e\n \u003cp\u003eAVE\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"14.333333333333334%\"\u003e\n \u003cp\u003eCR\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"25.833333333333332%\" rowspan=\"4\"\u003e\n \u003cp\u003eGreen Brand (\u003cem\u003eenvironmentally conscious for sustainable growth\u003c/em\u003e)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.666666666666668%\"\u003e\n \u003cp\u003eGB1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.166666666666668%\"\u003e\n \u003cp\u003e0.844\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.666666666666666%\" rowspan=\"4\"\u003e\n \u003cp\u003e0.879\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"14.333333333333334%\" rowspan=\"4\"\u003e\n \u003cp\u003e0.733\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"14.333333333333334%\" rowspan=\"4\"\u003e\n \u003cp\u003e0.917\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"50.76142131979695%\"\u003e\n \u003cp\u003eGB2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"49.23857868020305%\"\u003e\n \u003cp\u003e0.847\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"50.76142131979695%\"\u003e\n \u003cp\u003eGB3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"49.23857868020305%\"\u003e\n \u003cp\u003e0.891\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"50.76142131979695%\"\u003e\n \u003cp\u003eGB4\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"49.23857868020305%\"\u003e\n \u003cp\u003e0.843\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"25.833333333333332%\" rowspan=\"4\"\u003e\n \u003cp\u003ePurchase Intention\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.666666666666668%\"\u003e\n \u003cp\u003ePIN1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.166666666666668%\"\u003e\n \u003cp\u003e0.854\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.666666666666666%\" rowspan=\"4\"\u003e\n \u003cp\u003e0.881\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"14.333333333333334%\" rowspan=\"4\"\u003e\n \u003cp\u003e0.737\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"14.333333333333334%\" rowspan=\"4\"\u003e\n \u003cp\u003e0.918\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"50.76142131979695%\"\u003e\n \u003cp\u003ePIN2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"49.23857868020305%\"\u003e\n \u003cp\u003e0.852\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"50.76142131979695%\"\u003e\n \u003cp\u003ePIN3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"49.23857868020305%\"\u003e\n \u003cp\u003e0.867\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"50.76142131979695%\"\u003e\n \u003cp\u003ePIN4\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"49.23857868020305%\"\u003e\n \u003cp\u003e0.860\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"25.833333333333332%\" rowspan=\"2\"\u003e\n \u003cp\u003eTrademark Awareness\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.666666666666668%\"\u003e\n \u003cp\u003eCTM1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.166666666666668%\"\u003e\n \u003cp\u003e0.912\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.666666666666666%\" rowspan=\"2\"\u003e\n \u003cp\u003e0.827\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"14.333333333333334%\" rowspan=\"2\"\u003e\n \u003cp\u003e0.852\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"14.333333333333334%\" rowspan=\"2\"\u003e\n \u003cp\u003e0.920\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"50.76142131979695%\"\u003e\n \u003cp\u003eCTM2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"49.23857868020305%\"\u003e\n \u003cp\u003e0.934\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e5.2.2 Discriminant Validity\u003c/p\u003e\n\u003cp\u003eThis study applied the Fornell and Larcker [52] method to assess the discriminant validity of the model. Table 2 shows all the variables and the square roots of AVE lie between 0.168 to 0.923. To evaluate the discriminant validity based on the Fornell-Larcker criteria, the AVE of each variable was compared with its squared correlation with other variables in the model. The diagonal-shaped values in Table 2 are AVE square root whereas the other values represent the correlation between other variables. These values of correlation are greater in all aspects which represents the discriminant validity is valid in the proposed conceptual model [50]. Also, Heterotrait-Monotrait ratio (HTMT) is applied as an additional criterion to assess the discriminant validity of the model. \u0026nbsp;To ensure sufficient discriminant validity, it is required that the HTMT value should be below 0.85. [53]. \u0026nbsp;From Table 3, it is evident that all the HTMT values for each construct are lower than the prescribed threshold value of 0.85. This indicates that the model shows satisfactory discriminant validity for the measured constructs. Overall, based on these results, the measurement model can be considered reliable and valid for further data analysis and interpretation.\u003c/p\u003e\n\u003cp\u003eTable 2 - Fornell and Larcker discriminant validity\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\" width=\"100%\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003eCTM\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003eGB\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003ePIN\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003eCTM\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003e0.923\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003eGB\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003e0.168\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003e0.856\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\u003cbr\u003e\u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003ePIN\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003e0.349\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003e0.711\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003e0.858\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eTable 3 Heterotrait-Monotrait ratio (HTMT)\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\" width=\"99%\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003eCTM\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003eGB\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003ePIN\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003eCTM\u003c/p\u003e\n \u003c/td\u003e\n\u003ctd\u003e\u003c/td\u003e\u003ctd\u003e\u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003eGB\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003e0.195\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003ePIN\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003e0.405\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"25%\" valign=\"top\"\u003e\n \u003cp\u003e0.806\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e\u003cstrong\u003e5.3 Hypotheses testing\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eIn this study, the bootstrapping technique was used to test the hypotheses with the support of SmartPLS 4.0 software. \u0026nbsp;The bootstrapping method is a resampling approach and can be used for PLS-SEM analysis for reliability analysis and it does not require statistical assumptions compared to parametric testing [54]. In this present study, there are four hypotheses which include one mediating hypothesis. SmartPLS 4.0 is used for testing of hypotheses and bootstrapping has been performed based on 5000 subsets.\u003c/p\u003e\n\u003cp\u003eHypothesis 1 (H1) aimed to determine the influence of colour trademark (CTM) on green brand (GB). The results of the hypothesis test (Table 4) indicated a significant impact of colour trademark (CTM) on green brand (GB) (\u0026beta; = 0.177, t = 2.043, p \u0026lt; 0.05). The results reveal that CTM has a positive relationship with GB thereby at 5% level of significance which confirms hypothesis H1. Hypothesis (H2) aimed to determine if there is a noteworthy influence of green brand (GB) on purchase intention (PIN). The outcome of the statistical test (Table 4) indicated a significant impact of a green brand (GB) on the purchase intention (PIN) (\u0026beta; = 0.676, t = 10.694, p \u0026lt; 0.01). GB positively contributes to the development of PIN at a 1% level of significance. [55]Deshpande\u0026rsquo;s study purpose is to evaluate healthcare professionals in Belagavi, India, with regard to their awareness and comprehension of Intellectual Property Rights (IPR), especially Trademarks and Patents. The authors discovered a substantial lack of awareness and expertise on IPR among the surveyed healthcare professionals. The report also emphasized the necessity of training initiatives to raise healthcare workers\u0026apos; knowledge and comprehension of intellectual property rights, based on Deshpande\u0026rsquo;s study on IPR H3 aims to find the influence of colour trademark (CTM) on purchase intention (PIN). The result of the hypothesis test (Table 4) indicated a significant impact of colour trademark (CTM) on purchase intention (PIN) (\u0026beta; = 0.197, t = 2.878, p \u0026lt; 0.01) which is significant at a 1% level of significance.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eTable 4: \u0026nbsp;Bootstrapping path coefficients\u0026nbsp;\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\" width=\"103%\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd width=\"14.43298969072165%\" valign=\"top\"\u003e\n \u003cp\u003eHypotheses\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.49484536082474%\" valign=\"top\"\u003e\n \u003cp\u003ePATH\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.371134020618557%\" valign=\"top\"\u003e\n \u003cp\u003e\u0026beta; -Value\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.52577319587629%\" valign=\"top\"\u003e\n \u003cp\u003eStandard deviation\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"14.43298969072165%\" valign=\"top\"\u003e\n \u003cp\u003eT statistics\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.371134020618557%\" valign=\"top\"\u003e\n \u003cp\u003eP values\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.371134020618557%\" valign=\"top\"\u003e\n \u003cp\u003eDecision\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"14.43298969072165%\" valign=\"top\"\u003e\n \u003cp\u003eH1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.49484536082474%\" valign=\"bottom\"\u003e\n \u003cp\u003eCTM -\u0026gt; GB\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.371134020618557%\" valign=\"bottom\"\u003e\n \u003cp\u003e0.177\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.52577319587629%\" valign=\"bottom\"\u003e\n \u003cp\u003e0.083\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"14.43298969072165%\" valign=\"bottom\"\u003e\n \u003cp\u003e2.028\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.371134020618557%\" valign=\"bottom\"\u003e\n \u003cp\u003e0.043\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.371134020618557%\" valign=\"top\"\u003e\n \u003cp\u003eAccepted\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"14.43298969072165%\" valign=\"top\"\u003e\n \u003cp\u003eH2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.49484536082474%\" valign=\"bottom\"\u003e\n \u003cp\u003eGB -\u0026gt; PIN\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.371134020618557%\" valign=\"bottom\"\u003e\n \u003cp\u003e0.676\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.52577319587629%\" valign=\"bottom\"\u003e\n \u003cp\u003e0.063\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"14.43298969072165%\" valign=\"bottom\"\u003e\n \u003cp\u003e10.694\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.371134020618557%\" valign=\"top\"\u003e\n \u003cp\u003e0.000\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.371134020618557%\" valign=\"top\"\u003e\n \u003cp\u003eAccepted\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"14.43298969072165%\" valign=\"top\"\u003e\n \u003cp\u003eH3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.49484536082474%\" valign=\"bottom\"\u003e\n \u003cp\u003eCTM -\u0026gt; PIN\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.371134020618557%\" valign=\"bottom\"\u003e\n \u003cp\u003e0.236\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.52577319587629%\" valign=\"bottom\"\u003e\n \u003cp\u003e0.076\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"14.43298969072165%\" valign=\"bottom\"\u003e\n \u003cp\u003e3.104\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.371134020618557%\" valign=\"bottom\"\u003e\n \u003cp\u003e0.002\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"12.371134020618557%\" valign=\"top\"\u003e\n \u003cp\u003eAccepted\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e\u003cstrong\u003e5.4 Mediation Analysis:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eMediation analysis is to determine the relation between the independent variable and dependent variable, in part or completely to the mediating variable. It will show how two variables are related.\u0026nbsp;In this study analysis, the impact of the role of green brand as a mediator between colour trademark (CTM) and purchase intention (PIN). The findings from Table 5 indicated a significant total effect between CTM and PIN with the presence of mediation GB (\u0026beta; = 0.349, t = 3.851, p \u0026lt; 0.01).\u003cstrong\u003e\u0026nbsp;\u003c/strong\u003eThe direct effect between the CTM and PIN was found to be significant (\u0026beta; = 0.236, t = 3.104, p \u0026lt; 0.01). Furthermore, the indirect effect (mediating effect) of GB between CTM and PIN was found to be significant (\u0026beta; = 0.112, t = 1.983, p\u0026lt; 0.050). The results reveal that both direct effect and indirect effects are significant which is complementary mediation [56]. Hence, the GB has a positive mediating effect between CTM and PIN and the decision of H4 is confirmed.\u003c/p\u003e\n\u003cp\u003eTable 5: Mediation Analysis (Direct, Indirect, Total effect)\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\" width=\"100%\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd width=\"17.52577319587629%\" valign=\"top\"\u003e\n \u003cp\u003eEffect\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"20.61855670103093%\" valign=\"top\" style=\"width: 20.625%;\"\u003e\n \u003cp\u003ePaths\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"15.463917525773196%\" valign=\"top\" style=\"width: 15.5%;\"\u003e\n \u003cp\u003ePath Coefficient\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"9.278350515463918%\" valign=\"top\"\u003e\n \u003cp\u003eSD\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"9.278350515463918%\" valign=\"top\"\u003e\n \u003cp\u003eT-Value\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"9.278350515463918%\" valign=\"top\"\u003e\n \u003cp\u003eP-value\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"18.556701030927837%\" valign=\"top\"\u003e\n \u003cp\u003eConfidence interval\u003c/p\u003e\n \u003cp\u003e(2.5%,97.5%)\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"17.52577319587629%\" valign=\"top\"\u003e\n \u003cp\u003eTotal Effect\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"20.61855670103093%\" valign=\"top\" style=\"width: 20.625%;\"\u003e\n \u003cp\u003eCTM \u0026rarr; PIN\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"15.463917525773196%\" valign=\"top\" style=\"width: 15.5%;\"\u003e\n \u003cp\u003e0.349***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"9.278350515463918%\" valign=\"top\"\u003e\n \u003cp\u003e0.091\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"9.278350515463918%\" valign=\"top\"\u003e\n \u003cp\u003e3.851\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"9.278350515463918%\" valign=\"top\"\u003e\n \u003cp\u003e0.000\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"18.556701030927837%\" valign=\"top\"\u003e\n \u003cp\u003e0.171,0.522\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"17.52577319587629%\" valign=\"top\"\u003e\n \u003cp\u003eIndirect Effect\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"20.61855670103093%\" valign=\"top\" style=\"width: 20.625%;\"\u003e\n \u003cp\u003eCTM\u0026nbsp;\u0026rarr;\u0026nbsp;GB\u0026nbsp;\u0026rarr;\u0026nbsp;IN\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"15.463917525773196%\" valign=\"top\" style=\"width: 15.5%;\"\u003e\n \u003cp\u003e0.112***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"9.278350515463918%\" valign=\"top\"\u003e\n \u003cp\u003e0.057\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"9.278350515463918%\" valign=\"top\"\u003e\n \u003cp\u003e1.983\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"9.278350515463918%\" valign=\"top\"\u003e\n \u003cp\u003e0.047\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"18.556701030927837%\" valign=\"top\"\u003e\n \u003cp\u003e0.007,0.233\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"17.52577319587629%\" valign=\"top\"\u003e\n \u003cp\u003eDirect Effect\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"20.61855670103093%\" valign=\"top\" style=\"width: 20.625%;\"\u003e\n \u003cp\u003eCTM\u0026nbsp;\u0026rarr;\u0026nbsp;PIN\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"15.463917525773196%\" valign=\"top\" style=\"width: 15.5%;\"\u003e\n \u003cp\u003e0.236***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"9.278350515463918%\" valign=\"top\"\u003e\n \u003cp\u003e0.063\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"9.278350515463918%\" valign=\"top\"\u003e\n \u003cp\u003e3.104\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"9.278350515463918%\" valign=\"top\"\u003e\n \u003cp\u003e0.002\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"18.556701030927837%\" valign=\"top\"\u003e\n \u003cp\u003e0.090,0.386\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e\u003cstrong\u003eTesting of reliability and validity\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003ePlease refer Figure 2 here.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eLimitations and further scope of the study:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eGreen washing awareness, other non-conventional trademarks being major contributions in the field of today\u0026rsquo;s Artificial Intelligence (AI) generated marketing world are not tested, which is also the scope of further study. It is crucial to highlight that this study was performed only in the state of Tamilnadu, other states in India, and the top countries leading in IP management portfolio may also be tested further based on this research model.\u0026nbsp;\u003c/p\u003e"},{"header":"Conclusion","content":"\u003cp\u003eConsidering the significance of adopting a greener lifestyle, the emergence of green brands is the need of the hour. Its acknowledgement and acceptance among responsible consumers were upbeat with the various promotional tactics taken up by the brands. Among various promotional activities, the usage of colour trademarks is being tested with the help of a hypotheses developed. The first hypothesis argues that colour trademarks have a positive influence on green brands, which is accepted. The results illustrated that green brands had positively influenced purchase intention, which proves the second hypothesis. This is the reflection of the awareness among the consumers to shift towards products that are environment-friendly. The study found that consumers have spotted the presence of a colour trademark and shifted their eyeballs towards the green brands. Hence, colour marks and colour logos have a significant impact on the purchase intention, apart from various other factors such as the price of the product. This justifies the third hypothesis by trying to check the relationship between the presence of colour marks and their positive purchase intention. In India, researchers are investigating the relationship between trade mark perception and customer awareness. It cites a recent Delhi High Court decision that underlines the necessity of examining trademarks through the eyes of customers. The research illustrates how memory, recall, and perception all play a part in influencing the chance of mark misunderstanding. It also offers instances of recent trade mark cases in India and how the Court used this strategy. The document is instructive and gives insights into the Indian legal system governing trade marks [57,58].\u003c/p\u003e\n\u003cp\u003eThe mediation effect proves to be true between the existence of trademarks and green brands\u0026apos; purchase intention. Hence it is suggested to include the colour marks as a part of the promotional activities taken up by the green brands. Researchers\u0026apos; endeavours bring to limelight in the much less researched area of colour marks with some empirical shred of evidence.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003cstrong\u003eEthics approval and consent to participate\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe research obtained approval from the Institutional Ethical Committee for Studies on Human Subjects (IECH). All participants provided their consent for the use of their data for research purposes.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFunding\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eWe wish to express our sincere thanks to the SPARC-MHRD, Govt. of India for the grant released (Id. No.\u0026nbsp;P1834)\u0026nbsp;which was instrumental in facilitating and conducting this comprehensive study.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eConflict of Interest:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe authors declare no conflict of interest.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eData Availiability\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eData will be made available on reasonable request of corresponding author.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAuthors Contributions:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eConceptualisation, JPR and US; formal analysis, AH and JPR.; theoretical framework US and JPR. hypotheses development, JPR.; data collection, JPR and AH; methodology and data analysis, RKB, JPR and AH.; supervision, US.; validation, JPR, RKB, US and AH; writing—original draft, JPR. writing—review and editing, JPR,US, AH. All authors have read and agreed to the published version of the manuscript\u003cstrong\u003e.\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAcknowledgement:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eWe extend our heartfelt gratitude to the management of Vellore Institute of Technology, Vellore, for their unwavering support throughout the research process. Their provision of essential infrastructure, access to the library, and the stipend played a pivotal role in the successful completion of this manuscript.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u0026nbsp;\u003c/strong\u003e\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\n\u003cli\u003eSaxena R, Khandelwal PK. Can green marketing be used as a tool for sustainable growth?: A study performed on consumers in India-An emerging economy. Int. J. Environ. Cult. Econ. Soc. Sustain. 2010;6:277-291.\u003c/li\u003e\n\u003cli\u003eTucker EM, Rifon NJ, Lee EM, Reece BB. 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Res. 2010;37(2):197-206.\u003c/li\u003e\n\u003cli\u003eSingh, M. (2023, November 14). India - the interface between trade mark perception and consumer awareness\u003cem\u003e.\u003c/em\u003e Conventus Law. 2023 https://conventuslaw.com/report/india-the-interface-between-trade-mark-perception-and-consumer-awareness/ Accessed 16 Nov 2023 \u003c/li\u003e\n\u003cli\u003eSopariwala Exports \u0026amp; Ors (In The High Court of Delhi at New Delhi October 9, 2023). \u003c/li\u003e\n\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":true,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"Green Brand, Colour Trademark, Colour Logo, Environment, Sustainable Business, Mediation Model","lastPublishedDoi":"10.21203/rs.3.rs-3816292/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-3816292/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eColours are important while marketing the products for its numerous benefits such as attracting consumers to distinguish one brand from another from one side, on the other hand, it optimises brand loyalty. Existing research has shown the significance of factors including social, economic, cultural, etc. at the time of selling a product as colourful, with special reference to the food and beverage sector. This study focuses on two perspectives; one, consumers' willingness to purchase eco-friendly products, and the other emphasis on colour trademarks as a new factor that affects consumer purchase intention using Mediation Analysis. This empirical study collected data through an online survey and received 139 responses based on the convenient sampling method.\u003c/p\u003e \u003cp\u003eThis study strives to test the hypothesis that, green brands mediate the relationship between colour trademark and purchase intention. The results show a positive relationship between the stated constructs, which is tested using SmartPLS 4.0 (Structural model method). The colour trademark significantly impacts the brands because consumers are confused between brands with colour logos of similar colours as it directly influences the purchase decision. This research has contributed to the awareness of green brands among consumers.\u003c/p\u003e","manuscriptTitle":"Colour Trademarks: A Creative Approach to Representing Green Brands and Sustainable Business Practices","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2024-01-05 06:58:44","doi":"10.21203/rs.3.rs-3816292/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"6b1f460f-98f8-46fd-b872-4ffa83dc9b9f","owner":[],"postedDate":"January 5th, 2024","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[],"tags":[],"updatedAt":"2024-05-20T09:54:51+00:00","versionOfRecord":[],"versionCreatedAt":"2024-01-05 06:58:44","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-3816292","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-3816292","identity":"rs-3816292","version":["v1"]},"buildId":"qtupq5eGEP_6zYnWcrvyt","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}