The relationship between green marketing and green brand image in banking industry: the perspective of consumers for environmental concern

Abstract

The objective of this study is to examine the influence of the green marketing elements to green brand image of the bank
in accordance with the level of consumers concern for the environment. Results of exploratory factor analysis shows that
the green marketing scale consists of three components, which are green corporate social responsibility, green product
development and green internal processes. All three components have a positive impact on the green brand image of the
bank. However, the extent influence of green marketing to green brand image of these components is different between
groups depend on level of consumers concern for the environment low or high. This result implies for bank managers in
making strategies to enhance brand image by increasing green components of green marketing in accordance with the
different segments of the level of concern for the environment