Evaluating the Effectiveness of Green Marketing Strategies by Banks in Increasing Customer Awareness
DOI:
https://doi.org/10.31305/rrijm.2025.v10.n8.013Keywords:
Green Marketing, Sustainable Banking, Customer Awareness, Environmental Responsibility, Financial InstitutionsAbstract
As the global environment and what consumers want change, banks are more likely to advertise their sustainability efforts. The effectiveness of these strategies in building customer awareness and generating interest is examined in this study. The study uses surveys and interviews with 50 customers and managers to assess eco-friendly financial initiatives, paperless services and how sustainability data is shared. Results suggest that focusing on green efforts and clearly showing them can boost a brand’s image and customer trust, yet people’s understanding of these efforts differs by demographic groups. The research shows that people’s views of banks are increasingly influenced by environmental issues, so strong communication efforts are crucial for the best results from green marketing.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
This is an open access article under the CC BY-NC-ND license Creative Commons Attribution-Noncommercial 4.0 International (CC BY-NC 4.0).
