Exploring the impact of green brand storytelling on Indian consumers’ purchase intentions with the mediating roles of self-brand connection and brand trust

Abstract Environmental sustainability is gaining traction as a shared value between brands and consumers. Beyond adopting sustainable practices, brands must effectively communicate their initiatives to ensure they resonate and drive meaningful consumer engagement. This study examines whether green brand storytelling—embedding a brand’s sustainability initiatives within a compelling narrative—positively impacts consumers’ purchase intentions, mediated by self-brand connection and brand trust. To investigate this, a mixed-method approach was employed, combining a survey based experimental design with thematic analysis. In the quantitative phase, four storytelling-based video advertisements—two representing high-involvement and two low-involvement products—were used. Participants (N = 280) were randomly assigned to view one of the ads via an online survey, with randomization managed through Google Apps Script to mitigate selection bias. In the qualitative phase, thematic analysis of open-ended survey responses (N = 32) revealed six recurring themes: Emotional resonance, Narrative transportation, Identity alignment, Brand credibility, Narrative clarity, and Behavioral influence. Findings demonstrate a significant positive association between green brand storytelling and purchase intentions, with both self-brand connection and brand trust serving as key mediators. These results denote that storytelling can make sustainability communication more compelling, foster trust, deepen emotional connections, and drive purchase behavior, ultimately transforming sustainability messaging into a strategic tool for long-term competitive advantage.