Impact of Green Marketing Functions and Nature of Organization on Green Brand Equity in the Banking Industry in Sri Lanka

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.