Driving Green Brand Equity: The Influence of AI-Driven Personalization, Supply Chain Transparency, and Sustainable Logistics

Abstract

This research investigates the multidimensional drivers of Green Brand Equity within the contemporary commerce landscape, focusing on the synergistic influence of AI-Driven Personalization, Supply Chain Transparency, and Sustainable Logistics. The primary objective is to determine how these technological and operational pillars collectively shape consumer perceptions of a brand's environmental commitment and long-term value. Employing a mixed-methods research design, the study utilizes quantitative data analyzed through structural equation modeling (SEM) to test the strength of the relationship between the three independent variables and the dependent variable, complemented by qualitative thematic analysis of corporate sustainability reports and consumer sentiment. Findings indicate that while Supply Chain Transparency and Sustainable Logistics act as the foundational "trust-building" requirements for ethical commerce, AI-Driven Personalization serves as a critical catalyst, allowing firms to communicate their green initiatives more effectively by aligning them with individual consumer values. Ultimately, the research provides a strategic framework for businesses to transition from superficial "greenwashing" toward data-verified, consumer-centric environmental leadership.