Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Conference Papers Conference Paper Faculty Publications- Conference Papers Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Green Orientation and Customer-Based Brand Equity in FMCG Industry in India Description An account of the resource 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 Creator An entity primarily responsible for making the resource Purba J.K.; Khadir F. Source A related resource from which the described resource is derived ECS Transactions, Vol-107, No. 1, pp. 11733-11746. Publisher An entity responsible for making the resource available Institute of Physics Date A point or period of time associated with an event in the lifecycle of the resource 2022-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1149/10701.11733ecst" target="_blank" rel="noreferrer noopener">https://doi.org/10.1149/10701.11733ecst</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85130562097&amp;doi=10.1149%2F10701.11733ecst&amp;partnerID=40&amp;md5=c83a1ec5fedfb57feed4f7485668b394" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85130562097&amp;doi=10.1149%2f10701.11733ecst&amp;partnerID=40&amp;md5=c83a1ec5fedfb57feed4f7485668b394</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 19386737; ISBN: 978-160768539-5 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Conference paper Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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