September 5, 2025Journal of PosthumanismOpen Access

The Impact of Green Marketing on Employee Green Performance: A study on Green Banking Practices in an Emerging Economy

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This research evaluates how green marketing influences employee environmental performance, highlighting sustainability in banking.

Green marketing enhances employee environmental performance in the banking sector, contributing to sustainability.
The study employed structural equation modelling to analyze the data collected from green financial institutions in Bangladesh.
Survey data revealed that effective green marketing can significantly impact employees' commitment to sustainable practices.
Findings imply that banks should integrate green marketing strategies to promote environmental performance among employees.

Ashraf et al. (2025) studied this question.

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