A research on customers' perception of corporate reputation for green businesses

Environment cases affect the decision process of consumers in recent years while global warming affects many aspects of our life. Many companies are operating their production process in accordance with green marketing concept upon the raising of consumers awareness about environment and increasing of expectations from companies. Furthermore, some of them are not only limiting their environmental activities at production stage but also directing all functions of company with green mentality.Green practices have vital importance for sustainability of the world while corporate reputation is an indispensable value for sustainability of companies. Gaining and keeping of the corporate reputation that is reflection of stakeholder?s perceptions and evaluations about the company is fairly difficult. Analyzing of relationship between highly important corporate reputation and green practices is intended in this study.To analyze green practices? effect on customers? perception of corporate reputation, the research is applied on customers of two banks equipped with high visibility of green products and projects and customers of other two ones that have no green products and projects. Research indications show that there is no difference between customers of green businesses and non-green businesses about perception of corporate reputation and the customers? awareness level for green practices is low in the banking sector.