Green Marketing Practices and Brand Trust in Banking: An Empirical Study with Reference to Haryana

Abstract

The present study investigates the extent to which green marketing practices have been adopted by banks and their effectiveness in building brand trust among customers. With growing environmental concerns and consumer awareness, the adoption of sustainable practices has emerged as a strategic tool for brand differentiation in the financial services sector. The primary objective of this study is to assess the relationship between green marketing adoption and the establishment of brand trust, while testing the hypothesis that green marketing initiatives significantly enhance customer confidence in banking institutions. The research employed a descriptive and analytical approach using primary data collected from bank customers across Haryana. Statistical tools such as frequency analysis, chi-square tests, correlation and regression (conducted in SPSS 27.0) were applied to examine the demographic distribution of respondents and the impact of green marketing strategies on brand trust. The findings indicate that the majority of respondents belong to the younger demographic, who are more tech-savvy and responsive to sustainable initiatives. Gender-wise analysis revealed no significant statistical difference in complaint redressal expectations, though subtle variations in service expectations were noted. Education, occupation and income levels were found to significantly influence customer perceptions, with educated and higher-income groups demonstrating stronger expectations of transparency, accountability and service quality.