Green marketing strategies in banking institutions

Abstract

Green marketing seeks to balance consumer satisfaction with reducing environmental impact by promoting sustainable products and services. It ensures quality, performance, and affordability while minimizing harm to nature. In response to increasing environmental concerns, the banking sector has adopted green marketing strategies to enhance its sustainability efforts and corporate image. This shift reflects a broader demand for responsible financial practices. This study examines the influence of green marketing strategies on customer loyalty, brand-related memories, quality perception, and perceived value among bank clients. A quantitative approach was used, employing validated questionnaires to collect data. A total of 114 responses were analyzed. The findings reveal a statistically significant relationship between green marketing strategies and all examined variables. These results align with previous research in other sectors, reinforcing the impact of sustainability-focused marketing on consumer perceptions. The study highlights the importance of integrating green initiatives into banking to strengthen customer relationships and enhance long-term brand value.