Title: Managing green brand equity: an interpretive structural modelling approach

Authors: Nithya Murugan; Johnson Clement Madathil

Addresses: School of Management Studies, National Institute of Technology Calicut, NIT Campus P.O., Kozhikode, Kerala, 673601, India ' School of Management Studies, National Institute of Technology Calicut, NIT Campus P.O., Kozhikode, Kerala, 673601, India

Abstract: Green brand equity as a strategic asset is gaining traction among brand managers. However, there is no consensus about the critical success factors (CSFs) necessary for managing green brand equity. This research aims to identify and analyse the CSFs of green brand equity in the Indian FMCG industry. Experts from the Indian FMCG sector were consulted to identify the significant variables. These variables are analysed by employing the ISM methodology and MICMAC analysis. The results reveal that environmental knowledge is the most crucial factor that affects green brand equity. Besides, all identified constructs are part of the green brand equity system. And, majority of the variables are inter-connected. The results will help brand managers in the FMCG sector to prioritise, generate, and manage green brand equity efficiently and effectively by emphasising on the identified CSFs.

Keywords: green brand equity; interpretive structural modelling; ISM; environmental knowledge; green marketing; critical success factors; CSFs; green WOM; green brand image; willingness to pay; green trust; green loyalty.

DOI: 10.1504/IJBIR.2026.153511

International Journal of Business Innovation and Research, 2026 Vol.40 No.1, pp.53 - 76

Received: 21 Oct 2022
Accepted: 28 Feb 2023
Published online: 12 May 2026 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article