Abstract:
Purpose: The purpose of this study is to investigate the influence of Green Marketing
Functions on Green Brand Equity in Banking Industry in Sri Lanka. It also examines
the moderating impact of the nature of the organization on the relationship between
Green Marketing Functions on Green Brand Equity.
Design/methodology/approach: A survey is conducted by taking individual banking
customer as the unit of analysis. 221 customers were involved in the survey.
Findings: A significant relationship was found between Green Marketing Functions
and Green Brand Equity, and the study discloses that the nature of the organization
moderates the relationship between Green Marketing Functions and the Green Brand
Equity.
Research limitations/implications: Implications for policy makers and for managers
at the Banking Industry are discussed. Use of green marketing functions both at the
banks level and at the national level should further be encouraged. Such initiatives
should be utilized to enhance the green brand equity by addressing the nature of the
organization in term of the size.
Originality/value: This is the first study empirically investigate the influence of
green marketing function on green brand equity in the Asian context, despite the fact
that each concept has conceptually investigated in isolation.
