Abstract:
The purpose of the study is to evaluate the relationships between Green Technology Initiatives (GTI), Customer Brand Engagement (CBE), and Brand Loyalty (BL) in the Sri Lankan banking sector. The population of the study was bank customers and bank employees in Colombo District, Sri Lanka. The data was gathered from a large representative sample of banking customers, managerial and executive-level employees at branch levels of six commercial banks by administering a survey questionnaire. The analysis of the data used both descriptive and inferential statistical analyses/tools. The findings of the research indicate that Green Technology Initiatives and Customer Brand Engagement have a positive relationship with Brand Loyalty and Customer Brand Engagement has a full mediation impact by Green Technology Initiatives over Brand Loyalty. Indeed, the findings of the study are aimed to support the investment in future green technology practices within the banking sector in Sri Lanka.
