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ECO-FRIENDLY BRAND
IMAGE AND EMPLOYEE
RETENTION
Presented By:
Pinaki Basu
Abstract
Buzz relating environment in recent years
Concepts coming up, like-
Green Marketing
Green Supply Chain
Green Brand
Huge investments by companies
But how relevant these eco-friendly
activities are for its employees?
Purpose
Proposes a set of findings about the
congruence of eco-friendly brand
image of a firm and its employee
retention.
The aim of the study is to test how
much is the eco-friendly brand
image, rated as a factor affecting
employee engagement.
Research
Methodology
Developing Research Plan
Research Design:
● Descriptive Research
● Data Source
● Research Method
● Research Instrument
● Sampling Plan
● Contact Method
● Methods of Data Interpretation
Overview
Corporate Social Responsibility
(CSR)
ethical and socially responsible
business behavior.
“Contributing to sustainable
development by working to
improve the quality of life for
employees, their families, the
local community and stakeholders
Cont...
Green initiatives – ‘A Tool’
0 1 2 3 4 5 6 7 8 9 10
Cont...
Volunteering green initiative
programs.
Develop competencies like:
● Teamwork
● Planning
● Implementation
● Communication
● Project management
● Problem solving
● Budgeting
Key Findings
Eco-friendly brand image
increases customer goodwill and
loyalty thus helping the
employees indirectly
Percentage Benefit to The Employees
12
10
0
Cont...
Help to differentiate a company
from its competitors.
0 2 4 6 8 10 12
No of Respondants
Cont...
No need to sacrifice profits.
It can:
● Open new markets
● Reduce local regulatory obstacles
● Provide access to the local political
process
● Generate positive media coverage
● Increase company or brand awareness
within the community
Key Findings
Green initiative is one of the
important retention factors
Rank wise:
1) Growth opportunity
2) Brand Image ( In terms of social
responsibility)
3) Work ambience
4) Salary
Cont...
ee Perception About Green Activities By T
Conclusion
Green issues does impact on retention.