International Journal of Management

Carbon-neutral branding has emerged as a competitive strategy in global retail, driven by consumer demand for sustainability, climate-focused regulations, and corporate ESG commitments. Retailers adopt carbon-neutral branding through emission reduction, carbon offset purchasing, product lifecycle transparency, and environmental certifications. This study analyzes global retail case studies, carbon accounting methodologies, and consumer perception across five regions. Findings reveal inconsistency in carbon-neutral claims due to lack of standardized metrics, regional policy asymmetry, and varying cultural responses toward sustainability messaging. A strategic framework is proposed to guide retail brands in achieving credible carbon-neutral branding with transparency, traceability, and cultural alignment.