THE INFLUENCE OF GREEN MARKETING FUCTION IN BUILDING CORPORATE IMAGE: EVIDENCE FROM TEA FACTORIBS IN RATHNAPURA

Abstract

The ever increasing ecological imbalance has become a major concem as the whole world is facing challenge to accelerate economic growti*with a less detrimental impact on natural resources as well as the environment. There is an empirical knowledge gap exists in the green marketing functions in building corporate image. Hence, this study attempts to fill this knowledge gap. The objectives of this study is to identify the level of green marketing functions in building corporate image, to identify the relationship among green marketing functions in building corporate image and to identify the impact of green marketing functions in building corporate image evidences from Tea Factory in a Rathnapura district. To achieve these objectives data was collected from 212 top level managers in tea factories in a Rathnapura district. The data were analyzed by using descriptive, correlation analyses and multiple regression analysis. The advanced hypotheses were examined using empirical literature and collected data. Results indicates that the level of green/ eco-friendly activities, corporate communication, green image and corporate image are high. And there is a statistically and strong positive readership between green/ eco-friendly activities, green image, and corporate image and there is a statistically and moderate positive relationship between corporate communication and corporate image. Finally there is a significant effect of green/ ecofriendly activities, corporate communication, green image on corporate image