Eco-friendly finance: the role of green CSR, processes, and products in enhancing brand trust and image

As the world increasingly turns to sustainable finance and green investments, India has positioned itself as a prominent player in the green finance sector, driven by the pressing need to confront environmental challenges. This study proposes a conceptual model through three primary drivers of Green Banking Initiatives, which include Green Corporate Social Responsibility (GCSR), Green Internal Processes (GIP), and Green Product Development (GPD). These driving factors result in two critical consequences: improved Green Brand Trust, or GBT, and better Green Brand Image, or GBI. Qualitative research method was used to gather information from the respondents to explore the study in detail. Semi-structured interviews were performed with 50 bank employees, spanning middle to top-level positions, representing 10 public and private sector banks in India This study offers insightful understanding of bank employees' internal perceptions regarding the implementation of green banking practices. Green corporate social responsibility has emerged as an essential cornerstone in these banking efforts, driving environmental commitment at an organizational level. The results indicate that the banks are adopting eco-friendly financial products and services within their operations, and these adoption activities have been established to be associated with positive impacts upon customer perceptions that lead to enhanced green brand trust and brand image. Indeed, these results are encouraging but only a step in the direction toward understanding how green banking might drive sustainable development without any claims about broader impact. The present research further strengthens the literature on green finance by advocating in-depth analysis on how sustainable development can be driven through green banking in the Indian banking system.