Abstract
The primary objective of this research is to investigate how green claims can influence consumer perception with respect to brand innovativeness. Specifically, this research extends our knowledge of the relationship between green claims and brand innovativeness by clarifying the mediating roles of perceived self-enhancement and anticipated elation. Moreover, this study bridges the knowledge gap in the brand innovativeness literature by providing boundary conditions for this new relationship and examines the moderating role of brand trust. However, to mitigate the cofounding effects of green claims- brand familiarity, brand attitude, and brand credibility are included as covariates for this study.