Proceedings of the International Conference on Sustainable Innovation with Artificial Intelligence and Machine Learning 2025 (ICSIAIML 2025)

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Building Trust with Green Bricks: Impact of Sustainable Construction Materials on Brand Reputation

Authors
Tarun Madan Kanade1, *, Radhakrishna Batule2, Jonathan Joseph3, Hetal Gaglani4, Ashima Varghese5
1Faculty of Management, Symbiosis Institute of Operations Management, Symbiosis International (Deemed University), Pune, India
2Faculty of Management, Vishwakarma University, Pune, India
3Faculty of Management, Thakur College of Engineering and Technology, Mumbai, India
4Faculty of Management, School of Management, Ramdeobaba University, Nagpur, India
5Adjunct Faculty, National Academy of Defence Productions, Nagpur, India
*Corresponding author. Email: tarun.kanade@siom.in
Corresponding Author
Tarun Madan Kanade
Available Online 6 January 2026.
DOI
10.2991/978-94-6463-948-3_21How to use a DOI?
Keywords
Sustainable Construction Materials; Brand Reputation; Green Building Practices; Consumer Trust; Eco-Friendly Architecture; Real Estate Marketing
Abstract

The worldwide construction business is undergoing a transformation due to rising consumer consciousness, sustainable urbanization, and environmental concerns. Sustainable building materials, or “green bricks,” have therefore become essential for lowering environmental impact and raising the profile of infrastructure and real estate firms. In the Indian construction industry, this study examines how green building materials affect customer trust. The environmental certifications, energy efficiency, and low carbon emissions of materials like hempcrete, rammed earth, bamboo composites, fly ash bricks, and recycled concrete aggregates are driving their rising appeal. But few professional and academic research have looked at how they affect consumer actions and opinions of brands. In addition to addressing obstacles including high starting costs, customer misunderstandings, and the dangers of greenwashing, this research explores the effects of green practices on buyer trust, brand value, and long-term loyalty. To tackle these issues, the study suggests a system for promoting sustainability and accountability called G.R.E.E.N., which stands for Governance-driven legislation, Resource-efficient practices, Education for consumers, Ethical sourcing, and Networking with verified suppliers. Further, the research suggests that certain Indian Smart Cities launch a government-led pilot program to test the effects of sustainable design on sales, customer trust, and environmental results; this might lead to more widespread policy changes and partnerships between the public and private sectors.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Sustainable Innovation with Artificial Intelligence and Machine Learning 2025 (ICSIAIML 2025)
Series
Advances in Intelligent Systems Research
Publication Date
6 January 2026
ISBN
978-94-6463-948-3
ISSN
1951-6851
DOI
10.2991/978-94-6463-948-3_21How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Tarun Madan Kanade
AU  - Radhakrishna Batule
AU  - Jonathan Joseph
AU  - Hetal Gaglani
AU  - Ashima Varghese
PY  - 2026
DA  - 2026/01/06
TI  - Building Trust with Green Bricks: Impact of Sustainable Construction Materials on Brand Reputation
BT  - Proceedings of the International Conference on Sustainable Innovation with Artificial Intelligence and Machine Learning 2025 (ICSIAIML 2025)
PB  - Atlantis Press
SP  - 297
EP  - 312
SN  - 1951-6851
UR  - https://doi.org/10.2991/978-94-6463-948-3_21
DO  - 10.2991/978-94-6463-948-3_21
ID  - Kanade2026
ER  -