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Environmental concern has attained a higher level than in the past, with numerous organisations, including the pioneering "Green Banking" institution, expressing their concern. This study examines the relationship between green brand innovativeness and perceived value, as well as its effect on green brand loyalty. It expands on previous research that investigated the differences between innovation and innovativeness and their effects on brand loyalty. In addition, the role of perceived green value as a mediator and consumer green knowledge as a moderator in the formation of green brand loyalty is investigated. To test the conceptual model, a convenience-sampling survey of 600 Ethiopian customers was administered to capture a sample of respondents for the conceptual model. For data analysis, structural equation modelling (SEM) was employed. The results indicate that consumers' perceptions of green value have indirect effects on brand loyalty and direct effects on the innovativeness of green brands. In addition, green knowledge mediates the relationship between green brand innovation and green value perception in a significant way. Therefore, organisations should concentrate on enhancing consumers' environmental literacy and nurturing positive attitudes towards green brands in order to increase green brand loyalty.

The present research endeavours to examine the impact of customers' perceptions regarding a firm's dedication to corporate social responsibility (CSR) on their allegiance to particular banking brands. The mediating factors of brand credibility and image help to facilitate the indirect relationship between corporate social responsibility (CSR) and brand equity, which is the focus of this study. The objective of the research is to investigate the plausible causal association among perceived corporate social responsibility, brand image, brand credibility, and brand equity. The study's data was obtained by conducting a survey among a sample of 320 banking customers in Ethiopia. In order to perform a thorough examination of the data, AMOS version 24.0 and structural equation modelling (SEM) methodologies were employed. The present research endeavours to broaden the conventional comprehension of the advantages that corporate social responsibility (CSR) offers to customers. It aims to address a void in the current literature by scrutinising the impacts of customers' perceptions of CSR, brand credibility, and brand image on their allegiance towards particular banking service brands. The findings of this study carry substantial implications for financial institutions, and the conclusions derived from the results are of considerable significance.