Evaluating The Influence Of Green Marketing Strategies On Consumer-Based Brand Equity: Empirical Insights From Assam, India

Abstract

As consumers become more conscious of environmental pressures and demand environmentally friendly products, businesses are becoming more mindful of their environmental responsibilities and are looking to modify their brand equity management strategies into building a green brand equity which can be beneficial for them. The study thus aims to assess how green marketing impacts consumer-based green brand equity (CBGBE). An analytical approach was used to examine this relationship between the green marketing mix (green product, green price, green place, and green promotion) and brand equity dimensions (green brand awareness, green brand image, green brand trust and green brand satisfaction). Hypotheses framed in this regard were tested and supported through empirical evidence. A sample of 387 consumers of non-durable goods or fast-moving consumer goods (FMCG) in Kamrup district of Assam, India, were interviewed using structured questionnaires. The data gathered from the responses were then analyzed with the help of Structural Equation Modelling method. The result of the study elucidates that green marketing in a nutshell, positively impacts consumer-based green brand equity. The findings suggest that firms should try to focus highly on their green products and price, and establish green brand awareness, image, trust and satisfaction through sufficient and effective green promotion and communication, if they want to gain considerable competitiveness and economic benefits. The research will help the companies to understand the perception and behaviour of market towards environmental concerns, green products and green marketing strategies.