Investigating the factors affecting green brand equity: A study on young consumers in Bangladesh

To explore the interpretative factors in Bangladesh to investigate the impact of these determinants on green brand equity of young consumers and finding of the each constructs association on each other. Data are collected with structured questionnaire from 227 young consumers' of Bangladesh by online survey. To analyze the data, SPSS 26.0 has been used. Descriptive statistics analysis and multiple regression analyses have been used to evaluate the responses. The study reveals that four independent variables are positively related to green brand equity ( GBE )and the four variables are green brand image(GBI) , Green brand awareness(GBA) , Green brand positioning(GBP),Green perceived value(GPV). All the hypothesis are accepted by the study . In this study develop an insight that the Companies should take realistic initiatives to develop green brands and create a strong impression for the consumers. Moreover, along with companies, respected governments, NGOs, green concerns, international authorities should come forward to encourage people for green consumption to save the environment for a sustainable future