Green Brand Image and Green Brand Equity: Testing Mediating Role of Green Customer Satisfaction for Banks in Pakistan

Development of green image is becoming more and more important for corporate organizations around the globe. Banks provide finances to the corporations, and in this role they are in a position to enforce sustainable practices on their clients. In this regard, a green bank not only adopts environmental friendly processes, but also requires from its borrowers to conform to environmental standards. This study investigates the question as to whether building green brand image could provoke green brand equity of the banks in Pakistan and what role environmental concern of consumers and their green satisfaction play in this regard. Using respondent base of 300 people, findings indicated that green satisfaction mediates the relationship between green brand image and green brand equity. Further, green concern was found to negatively moderate the impact of green brand image on green satisfaction, which indicates that environmentally concerned individuals consider building a green image as hoax. Thus, banks should work on assuring their environmentally concerned consumer on the reliability and truthfulness of their green initiatives.