Year: 2025
Type: article
Abstract: Climate change, a general deterioration in the global composition of the planet's atmosphere and the growing expectations of the interested parties make a significant difference to the strategic priorities of the banking sector.In this context, green marketing has become a dominant approach to promoting the development of environmentally friendly products.This approach is applied by different businesses, which in turn increases the brand image, transparency of the company or organisation, and consumer confidence.Additionally, blockchain technology, with its own properties of decentralisation, transparency, and stability, offers new opportunities to adopt and implement eco-marketing factors.This article examines the convergence of eco-marketing and blockchain technology in financial institutions, with a focus on commercial banks.A description of how the blockchain methodology can enhance the credibility and consistency of sustainability initiatives, while reducing the risk of non-transparent activities.Based on a comprehensive literature analysis, the study explicitly addresses the key theoretical and empirical aspects of green banking practices, the development of consumer perception, and the potential for mitigating opacity.The results may indicate that, although blockchains can increase confidence in green marketing, their implementation often involves high energy costs, unavoidable integration with existing systems, and potential uncertainty regarding existing regulations.The article presents a conceptual framework for banks to develop sound, technologically based green marketing strategies that align with environmental sustainability and the expectations of interested parties.Research may contribute to increasing attention to digital sustainability and provide theoretical and practical insight into sustainable financial innovation in the banking sector.
DOI: 10.9770/s5967972526
Authors: Margarita Išoraitė, Gediminas Dubauskas
Language: English
Subfield: Information Systems
Field: Computer Science
Domain: Physical Sciences
Open Access status: gold
Estimated APC paid: $916
OpenAlex ID: W4417418406
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