CONGRUENCE OF

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’

It allures the customer, employees,

other stakeholders and
shareholders.

An important tool for employee

retention.
 Key Findings
Eco-friendly brand image
increases employee morale,
loyalty, retention, attendance, and
performance
Affect of Firm's Eco-Friendly Brand Image on Emplyees' Morale
 Cont...
Simple tool- for today’s HR
managers.

93% employees agree that a

company that supports the
community is probably a good
company to work for and they take
pride in it and indirectly it boost
their morale.
 Key Findings
Green initiatives develop
employee skills
Employee Skill Enhancement with Green Initiative Programmes

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.

Increase brand loyalty.

 Key Findings
Green initiatives improves
relationships with the community
and motivates other firms to focus
on the issue
Type of Companies

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.

But it also impact on employee engagement.

Higher the engagement –

● Higher is the productivity
● Lower is the absence and stress
Thank You