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Journal of Information and Optimization Sciences

(Since 1980)
Hybrid ·Peer-reviewed·ISSN (Online): 2169-0103·ISSN (Print): 0252-2667

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Monthly Journal: Publishes theoretical and applied research on topics in information and optimization sciences.

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Journal of Information and Optimization Sciences
Open Access Research Article

A conceptual study on “How green marketing influences consumer adoption of green banking services”

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pp. 2457–2465Vol. 46Issue 8November 2025DOI: 10.47974/JIOS-2060XML
Received:
02 Jan 2025
Published Online:
07 Nov 2025
Article type:
Research Article
Language:
EN
Article no.:
JIOS-2060
Pages:
2457–2465

Abstract

The concept of Green i.e., usage of eco-friendly products has predominantly increased its significance due to sustainability concept specially on environmental safety concern. It has urged even Financial Institutions to integrate its banking services in such a way ensures green safety measures through carbon-neutral accounts, eco-friendly credit cards, and sustainable investment funds etc., However, in spite of increasing the concept of green marketing strategies, consumers are still least to response to these eco-friendly green initiatives.  There is no universally accepted definition of green banking and it varies widely between countries. [1] highlighted that there is absolute lack of research done on green banking and insisted to conduct more research work on green banking. This conceptual research paper describes the influence of green marketing on consumer adoption of green banking services, focusing on how eco-branding, sustainability, green advertising, digital engagement frame consumer perception. Considering the theories of consumer behavior, sustainability marketing and financial decision-making, this research paper evaluates the various factors influence on consumer willingness to inculcate the green banking services say psychological, social and economic factors. Key forces which challenge the marketing sustainable financial products through greenwashing skepticism, perceived financial trade-offs and lack of consumers awareness. Furthermore, the framework is proposed, consolidating elements of the Theory of Planned behavior (TPB), the Green Trust Model and consumer perceived value theory to elucidate the mechanism which foster the adoption of green marketing concept in green banging services. By synthesizing the various review of literature and identifying the research gaps, this research paper provides strategic view for financial institutions on how to expand their effectiveness of green marketing strategies and engage their consumers effectively. This paper contributes to the disclosure on green consumerism, sustainable finance and ethical marketing initiatives to ensures foundation for future empirical research on the marketing, finance, and environmental sustainability.

Keywords

Green marketingGreen banking servicesConsumer perceptionFinancial decision makingSustainable finance

Subject Classifications

62P2062P2591B84P1G50

References

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