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Climate complexities and environmental problems not only brought changes in organizational practices but also changed the consumer purchasing pattern. Consumers nowadays have become more cautious regarding the consumption pattern of firms due to ecological footprints. This increased awareness influences their buying decisions pattern which leads to the increased demand of sustainable products. Eco-innovation, in this regard, appears to be an effective tool that helps firms to incorporate ecological constraints into business practices in order to develop green branding which ultimately leads to green loyalty. Drawing on literature from existing literature, the study developed a complex framework and established the plausible relationship among outlined constructs. By utilizing PLS methodology, measurement and structural models were assessed. Results echo that eco-innovation and green branding lead to sustainable product. Moreover, evidence also indicate that eco-innovation, and sustainability positively influence green loyalty. Based on the evidence, study proposed some implications which may be helpful for policy makers to maintain the sustainability of a firm.

Integrated perspective of eco-innovation, green branding, and sustainable product: a case of an emerging economy