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

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Green banking initiatives significantly enhance employees' green behavior, and in turn, boost brand trust and image.
Data analysis using PLS algorithm confirmed CSR and product development as key predictors of green banking initiatives.
Employee green behavior mediates the relationship between green banking initiatives, green brand trust, and brand image.
Findings provide actionable insights for banking managers and policymakers to foster green practices.

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Analysis shows green banking initiatives increase green brand trust and image in employees, suggesting strong behavioral links.

Chopra et al. (2025) studied this question.

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