Comparative study of Traditional Banking vs Neo Banking
Research Project Submitted in Partial Fulfilment of the Requirements for the
Degree of [Link]
BY Abhishek Keshari to
the
DEPARTMENT OF COMMERCE
SHEPA (ICST)
April 2024- 2025
Submitted to Submitted by
Dr. Dilip Gond Abhishek Keshari
Associate Professor [Link] (6th Semester)
Department of Commerce Enrolment No.
KA2K23/117840055
Institute of Computer Science & Technology (ICST)
SHEPA, Varanasi,
Address; SHEPA Campus Nibiya Bachchaon Varanasi- 221011,[Link]
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CERTIFICATE
It is certified that the work contained in the project report “Green marketing
strategy and their impact on brand image ,” by “Abhishek Keshari” has been
carried out under my/our supervision and that this work has not been submitted
elsewhere for a degree*
Supervisor: Head of Department
Dr. Madhu Bhartia Dr. Madhu Bhartia
ICST, SHEPA Department of commerce
Principle
Anupam Shukla
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DECLARATION
I hereby declare that this project report entitled “Green marketing strategy and
their impact on brand image ).” was carried out by me for the degree of [Link]
under the guidance and supervision of Dr. Madhu Bhartia Gond Associate
Professor of Department of Commerce, Shepa (ICST) College. The
interpretations put forth are based on my reading and understanding of the
original texts and they are not published anywhere in any form. The other books,
articles and websites, which I have made use of are acknowledged at the
respective place in the text. This research report is not submitted for any other
degree or diploma in any other University.
Abhishek Keshari
Certified by:
Dr. Madhu Bhartia
Assistant Professor
Department of Commerce
ICST, SHEPA
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ACKNOWLEDGEMENT
I would like to thank our Principal and Vice Principal for their immense support
and blessings. I thank our HOD Dr. Madhu Bhartia for his support. I would like
to express my special thanks of gratitude to my research guide Dr Madhu
Bhartia, Associate Professor of Department of Commerce for his valuable
suggestions and guidance and for giving me the golden opportunity to do this
wonderful research project on the topic: Green marketing startgey and their
impact on brand image , without his help it would have been difficult for me
to have reached this state of completion of my project report. Also, I would like
to thank my parents and friends who helped me a lot in the preparation of this
project.
I wish to acknowledge the help of all those who have provided me with
information, guidance and other help during my research period
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CONTENT
CHAPTER PARTICULAR PAGE
NO.
1. Introduction of the Topic 7-13
1.1 Rationale of the Study 8
1.2 Introduction of the industry 9
1.3 Justification of the topic 13
2. Review of Literature 14-20
2.1 International Reviews 15
2.2 National Reviews 17
3. Research Methodology 21-26
3.1 Objectives of the Study 22
3.2 Research Hypothesis 22
3.3 Scope of the Study 22
3.4 primary data study 24
3.5 Limitation of the study 26
4. Data representation & Analysis 27-49
4.1 Data representation & Interpretation 28
4.2 Hypothesis Testing 48
5. Results & Discussion 50-52
5.1 Major Findings 51
5.2 Discussions & Suggestions 52
5.3 Conclusion 52
6. REFERENCES 53-54
7. ANNEXURE 55-59
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Introduction:-
In recent years, increasing environmental awareness among consumers and growing concerns
about climate change have significantly influenced business practices worldwide. One such
response from companies has been the adoption of green marketing strategies—initiatives that
promote environmentally friendly products, services, and corporate practices. This project
aims to explore how green marketing strategies affect a company's brand image, both in terms
of consumer perception and market positioning.
Green marketing encompasses a wide range of activities including eco-friendly packaging,
sustainable sourcing, reduced carbon footprint, and transparent communication about
environmental practices. As sustainability becomes a key differentiator in competitive
markets, brands leveraging green marketing are increasingly viewed as socially responsible,
ethical, and progressive. However, the effectiveness of such strategies in enhancing brand
image depends largely on authenticity, consumer trust, and the consistency of corporate
actions with environmental claims.
This study will investigate the correlation between green marketing efforts and brand image,
using both qualitative and quantitative methods. It will analyze consumer attitudes, case
studies of successful green brands, and the risks of greenwashing. Ultimately, the project
seeks to provide insights into how businesses can strategically align environmental
responsibility with brand development for long-term value.