THE ROLE OF GREEN BRAND IMAGE AS A SIGNIFICANT DRIVER IN BUILDING GREEN BRAND RELATIONS

Abstract

Purpose: This research is basically based on to identify the significance of green brand image in building the green brand relations so that it could be helpful in overcoming the problem of environmental issues from which the almost whole world is suffering. This research will show that companies can create the green brand image by taking corrective actions and sustainable manufacturing processes. Methodology & Design: Confirmatory factor analysis with reliability test these tools are applied in model. The model that is used to evaluate the relationship is OCEAN. In this study it is shown that the green brand trust, green brand commitment, green brand awareness, green brand advertisement and green brand attachment is closely linked with the image ofthe green brand. Findings: The finding also show that green brand image has a favorable effect on building the green brand relations. We developed seven hypotheses to test the direct relation of green brand image in building the green brand relations. In which we are rejecting all the null hypothesis by accepting the alternative hypothesis. Limitations: The study includes green brand image as the only factor, which plays an important role in building green brand relations, so there can be other factors as well which can affect green brand relations. The study has some other limitations as well which may include resource and time constraint in data collection, data is collected from limited people who have consumed the green products within limited time frame of 2 months. Recommendations: Awareness should be spread among the potentials and existing regarding the environmental issues and sustainability, organizations should manufacture products that are eco-friendly and their prices low and quality high so that the trust and the consumption of green products increases.