Somayeh Tavousi, - M.A Graduated Student in Business Management, Islamic Azad University, Tehran, Iran
Fereshteh Mansourimoayyed - Associate Professor at the Faculty of Management and Economics, Tehran,Iran
Mohammad Moradi - M.A Graduated Student in Business Management, Tarbiat Modares University, Tehran,Iran,

Value of a product could be enhanced or reduced through green brand equity. Factors affectinggreen brand equity have been recognized by reviewing studies conducted in this field. Sounderstanding the interaction among these variables is possible to companies throughidentification of affecting factors on GBE and the existing relation among them. Further,this understanding could be utilized in developing policies and strategies in greenmarketing. This study is aimed at providing a structural model of the variables playingimportant role in GBE, using Interpretive Structural Modeling (ISM) technique andMICMAC analysis. Experts' opinion have been applied in order to establish contextualrelationships among variables. Among identified models of GBE presented in previousstudies, six most important influencing factors have been determined by subsequentdiscussions with experts from academia and industry. One factor has been identified asdriving variable and five factors have been identified as the

green brand equity, interpretive structural modeling, MICMAC analysis