Influence of green banking initiatives on green brand trust and green brand image: The mediating role of employee green behavior

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This study demonstrates green banking initiatives boost green brand trust and image in banks, suggesting employee behavior plays a crucial role.

Green banking initiatives significantly enhance both green brand trust and green brand image among bank employees.
The study finds that green product development and CSR strongly predict the effectiveness of green banking initiatives.
Analysis using PLS and bootstrapping reveals employee green behavior acts as a mediator between green banking initiatives and brand outcomes.
Results highlight the need for banking managers to focus on employee engagement in green practices to bolster their brand's green reputation.

Chopra et al. (2025) studied this question.

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This study demonstrates green banking initiatives boost green brand trust and image in banks, suggesting employee behavior plays a crucial role.