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This study aims to examine whether, and how, green product innovations (GPIs), limited edition products, co-branded products and a combination of these product branding strategies affect consumers’ perception of brand value.

Two empirical between-subject experiments were conducted. Study 1 (N = 406) compares the impact of green and non-GPI on green brand image and brand value. Study 2 (N = 808) compares the incidence of GPIs, limited editions, co-branded products and a combination of these strategies on brand value, while exploring the mediating effect of perceived scarcity and moderating mechanism of consumers’ attitude toward co-branding partnership.

GPIs outperform nongreen alternatives in creating favorable brand values. Green brand image mediates the positive impact of GPI on consumers’ perceived values of the brand. In the context of GPIs, limited edition and co-branding are effective in enhancing a brand’s quality, price, emotional and social values. The success, however, relies on creating a perception of scarcity and fostering a positive attitude toward the co-branding partnership.

To the best of the authors’ knowledge, this study is the first to examine the positive impact of different green product branding strategies on a brand’s quality value, price value, emotional value and social value perception.