Effect of green integrated marketing communication on green purchase intention in indian banking sector

Despite its size and numerous technical advancements toward eco-friendliness, the Indian banking industry has not effectively communicated its green initiatives to its customers, which has led to a lower level of awareness and misconceptions about green banking. Communication gap, lack of Green Brand Image, reduced Green Brand Equity, lack of Awareness, are amongst several reasons why the outcome of green outreach by banks is not as expected. The originality of this study is to bring out antecedents of a new construct viz Green integrated Marketing Communication (GIMC) and to study the effect of GIMC on Green Brand Awareness (GBA), Green Brand Image (GBI), Green Brand Equity (GBE) and Green Purchase Intention (GPI). Data collected through 432 samples was analyzed by Statistical Package for the Social Sciences and AMOS. Findings revealed positive relationship between the constructs: GIMC, GBE, GBI, GBA and GPI. It was found that, Green Brand Awareness and Green Brand Image plays the role of a partial mediator, in the existing relationship between Green integrated Marketing Communication and Green Brand Equity. Moderating effect of education level of consumers was also found to have positive relation between Green Brand Equity and Green Purchase Intention.