This paper presents a systematic literature review on Green Brand Equity (GBE), an emerging concept integrating sustainability and environmental responsibility within brand equity frameworks. The review synthesizes findings from 41 academic articles sourced from Web of Science and Scopus, employing a rigorous selection and filtering process. Through descriptive and qualitative analyses, this study explores the dimensions, antecedents, and impacts of GBE, including green trust, satisfaction, and brand image. Results highlight the growing academic interest in GBE since 2010, with significant increases post-2021. The study underscores GBE’s role in fostering competitive advantages, enhancing customer loyalty, and supporting sustainability goals. Additionally, it identifies the negative effects of greenwashing on consumer trust and GBE. While significant advancements are noted, the review calls for more cross-cultural and sector-specific studies to broaden GBE frameworks. These insights provide strategic guidance for businesses aiming to align environmental responsibility with market success.

This work was supported by NECE-UBI, Research Centre for Business Sciences, funded by FCT – Fundação para a Ciência e a Tecnologia, IP, project UIDB/04630/2020 and by CIMAD – Research Center on Marketing and Data Analysis.

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