Exploring green business functions and green brand equity: proposition of a conceptual framework

Abstract

The manufacturing of green products is increasing rapidly but not many organisations are able to achieve significant returns on their green products. This failure is generally attributed towards the company's inability to mingle the green business functions with the brand image and its proper presentation to customers. Therefore, the question arises whether green business functions lead to the green brand equity. This study proposes a strategic model to investigate the impact of green business functions on green brand equity. A theoretical model is developed using an approach based on literature review of green business functions such as green marketing, green human resources management, green finance, green supply chain management and green brand equity factors such as trust, loyalty, satisfaction and their hypothesised relationship. The purpose of this paper is to propose a conceptual model that may check the relationships among various green business functions and elements of green brand equity.