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Managing green brand equity: an interpretive structural modelling approach

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  • Nithya Murugan
  • Johnson Clement Madathil

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.

Suggested Citation

  • Nithya Murugan & Johnson Clement Madathil, 2026. "Managing green brand equity: an interpretive structural modelling approach," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 40(1), pages 53-76.
    • Handle: RePEc:ids:ijbire:v:40:y:2026:i:1:p:53-76
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