Green Orientation and Customer-Based Brand Equity in FMCG Industry in India
In the recent years, the idea of green-oriented approach gained traction in both academic research as well as corporate research. Companies are now able to identify the long-term benefits of being responsible towards the environment. This paper attempted to understand the relationship between green-orientation of a brand, antecedents of customer based brand equity namely of Aaker's Model with respect to the FMCG Industry in India. Data was collected from 207 FMCG product consumers from India above the age of 18. Person's correlation coefficient and Multiple Linear Regression were calculated to ascertain the relationship between green orientation and the antecedents of CBBE. It was found that Brand Loyalty was the most significant on CBBE whereas Brand Association was the least. The results of this research would be helpful for the brands to take decisions accordingly as it may act as an incentive to be more innovative towards sustainable ways of operating. The Electrochemical Society
ECS Transactions, Vol-107, No. 1, pp. 11733-11746.
https://doi.org/10.1149/10701.11733ecst https://www.scopus.com/inward/record.uri?eid=2-s2.0-85130562097&doi=10.1149%2f10701.11733ecst&partnerID=40&md5=c83a1ec5fedfb57feed4f7485668b394
Purba J.K., BBA FIB Alumnus, Class of 2021, Christ (Deemed To Be University), Bangalore, India; Khadir F., BBA FIB Alumnus, Class of 2021, Christ (Deemed To Be University), Bangalore, India