GREEN LOGISTICS PRACTICES AND THEIR IMPACT ON BRAND IMAGE AND CONSUMER BUYING BEHAVIOR: ALIGNED WITH SDG 12, A SPECIAL REFERENCE TO COIMBATORE DISTRICT

 Authors:

Dr. GOWRISHANKKAR V Associate Professor, Department of Management Studies, Nehru institute of Technology, Coimbatore, Tamil Nadu.

Ms. LOGAVARSHINI V Student of II MBA, Department of Management Studies, Nehru Institute of Technology, Coimbatore, Tamil Nadu.

ABSTRACT: 

Increasing environmental concerns, strict regulations, and rising consumer awareness have encouraged organizations to adopt sustainable logistics practices. Green logistics involves the use of eco-friendly transportation, sustainable packaging, energy-efficient warehousing, waste minimization, and reverse logistics to reduce environmental impact. This study examines the effect of green logistics practices on brand image and consumer buying behaviour in Coimbatore District, in alignment with Sustainable Development Goal 12 (Responsible Consumption and Production).

Primary data were collected from 300 respondents using a structured questionnaire based on a five-point Likert scale. Statistical techniques such as reliability analysis, descriptive statistics, correlation, and regression were used for analysis. The findings reveal that green logistics practices significantly improve brand image, enhance consumer trust, and positively influence purchase intention. The study concludes that adopting sustainable logistics not only benefits the environment but also strengthens brand value and provides long-term competitive advantage.

Keywords: Green Logistics, Brand Image, Consumer Buying Behaviour, Sustainability, SDG 12, Supply Chain.