The role of green organisational culture in moderating the relationship between environmental CSR activities and green brand image of organisations

In a competitive environment, firms must use available resources wisely for long-term gains. Green organisational culture (GOC) in an organisation creates an awareness among its employees about the various ways that the firm has taken to develop its attitude towards environmental changes. The current study empirically investigates the moderating role that green organisational culture creates on the relationship between the environment friendly corporate social responsibility activities (EFCSRA) carried out by an organisation and its green brand image. In this research EFCSRA is measured through three constructs namely e-customer wellbeing, e-philanthropy and e-community involvement. The relationship between the proposed variables is tested through the analysis of primary data collected from 646 HR professionals working at organisations belonging to the Indian manufacturing sector. The results of the analysis reveal that e-community involvement and e-customer wellbeing creates an impact on the green organisational culture. Further it is clear that green organisational culture moderates the relationship between e-customer wellbeing and green brand image.