The Impact of Green Consumption Trend and Corporate Green Service Strategy on Brand Image

Abstract

Against the backdrop of an increasingly pronounced green consumer trend, howenvironmentally friendly service strategies of enterprises afect brand image has become animportant research topic. This paper provides a review of the defnition of green consumption, current development status, and the challenges and opportunities it brings to enterprises. It analyzes environmentally friendly service strategies,
mainly elaborating from the aspects of product and service design, marketing communication strategy, and operation management mode. The
mechanism of environmentally friendly service strategies in brand image is discussed, and it is proposed that it reshapes brand image by
improving functional image, establishing emotionalimage, and strengthening brand diferentiation. And it analyzes the infuence of consumers’green consciousness, enterprise green commitment authenticity and green service perceptibilityon brand image . The research shows that
an efective environmentally friendly service strategy can not only improve the competitiveness of brands in the market but also improve consumers’loyalty and identity with the brand.