Influence of Green Brand Image on Brand Loyalty- A study on Leading Automobile Brands

Abstract

Environmental conservation is a term that has been widely used around the world in the past few decades and has made considerable changes in both industrial world and customer behaviors. Automobile industry is the most sought after industry in environmental conservation. Hence, the entire automobile companies around the world are undergoing a transformation to produce environment friendly cars and automobiles. Even though many companies started to produce green cars in western countries earlier; it is a new concept for developing countries like India. And, therefore these companies pose a great challenge of branding themselves as a green brand in the minds of customers. In order to attain that, it needs to educate the customers regarding environmental issues and how its product will help to solve the issue. It also needs to take the personal interests, beliefs and awareness of the customers into account. This study makes an effort to measure the influence of green brand image on the brand loyalty of customers of leading automobile brands n India. In order to measure that 25 variables under 7 constructs have been used to study the influence on the dependent variables. A total of 100 people has been surveyed for the study and the analysis of the responses has been made through SPSS statistics software. The simulation of conceptual model framework has been developed using PLS Software and the relation between each construct is identified. Finally, the inferences from the study are mentioned with proposed suggestions.