Green banking marketing and its impact on consumer behavior:An analytical study of the opinions of a sample of individuals working in some branches of government banks in Najaf Governorate

Abstract

The current study aims to explore the relationship between green banking marketing and consumer behavior by analyzing the opinions of a sample of employees from several branches of state-owned banks in the province of Najaf. The research is driven by the question: “What is the impact of green banking marketing on consumer behavior?” To address this question, data were collected using a questionnaire, which was then classified and analyzed with statistical software, specifically SPSS v.26 and AMOS v.24, for data entry and preliminary processing. The research sample comprised 156 employees from various branches of state-owned banks in Najaf. The study reached several notable conclusions, the most significant being that green banking marketing has a statistically significant effect on consumer behavior at the bank branches involved in the research. Additionally, the study offers several recommendations, the most important of which is that the management of the banks examined should embrace green banking marketing due to its considerable influence on consumer purchasing behavior.