INFLUENCE OF GREEN DIGITAL BRANDING ON CUSTOMER ENGAGEMENT: A COMPARATIVE ASSESSMENT OF ICICI AND AXIS BANK

Abstract

Sustainability-driven branding has gained renewed importance in India’s digital banking environment, where customers increasingly prefer ethical, transparent, and environment-friendly digital services. This study investigates how Green Digital Branding (GDB)—defined as digital sustainability initiatives integrated into branding and communication—affects customer engagement (CE) in two major private-sector banks: ICICI Bank and Axis Bank. Unlike past studies, this research adopts a survey-based empirical design supported by exploratory factor analysis (EFA), Chi-square tests, and comparative weighted ranking methods to determine how customers perceive sustainability-linked digital efforts. Findings indicate a strong relationship between GDB and CE, with ICICI Bank achieving higher weighted scores for trust, digital satisfaction, and brand credibility. The study concludes that sustainability-infused digital branding enhances emotional, behavioral, and cognitive engagement, and recommends strengthening transparency-oriented and eco-focused digital strategies.