Published Online:May 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM030525
DOI:10.71329/IUPJMM/2025.24.2.50-78
Author Name:Smritishikha Choudhury and Dipti Sitola
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:50-78
This study focuses on green brand equity, particularly on its influence on consumer attitude, preferences and brand loyalty, within the FMCG sector in Assam State, India. Although the concept of green brand equity has gained importance in marketing management since the 2000s, there is limited empirical evidence on how green brand value is created and its precise effects on consumers’ buying behavior. The objective is to examine the interrelationship among consumer attitude, brand preference, brand loyalty and customer-based green brand equity for the selected green hair care products in Assam, India. Two brands—Patanjali and Dabur’s Vatika—have been selected based on their market share and popularity. The study uses both qualitative analysis and quantitative methods. Data was collected through survey method using simple random sampling technique. Data analysis was done on SmartPLS 4.1 statistical software. The findings suggest that for both the selected green brands, there is significant interrelationship among consumer attitude, brand preference, brand loyalty and customerbased green brand equity.
As sustainability gains importance in political and economic spheres, businesses, particularly in emerging markets, are integrating it into their practices to meet the global standards (Nkamnebe, 2011). For this purpose, a holistic approach to sustainability is necessary, extending beyond product innovation to incorporate “sustainable marketing” practices, which consider future generations and environmental impacts (Peattie & Peattie, as cited in Lim, 2015; Murphy, 2005).