Abstract
The purpose of the paper is to investigate the impact of green banking initiatives on green brand equity of banks in India. A conceptual framework is prepared to study the impact of green banking on green brand equity of banks in India. The data is collected from 30 banks (both public and private) and 1,000 banking customers (individual and institutional) through written questionnaire method. The data is analysed through linear regression on SPSS. The findings of the study indicate that green processes have a significant positive impact of green brand equity of banks in India. However, green infrastructure do not have a significant impact of green brand equity of the banks in India. The main limitation of the study was the time factor in which the study was conducted. Future research can be directed towards conducting a inter country comparison of the impact of green banking initiatives on green brand equity of banks in India.
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