GREEN BANKING TRANSITION AS A FACTOR OF SUSTAINABLE DEVELOPMENT
DOI:10.5937/etp243-2001I
Keywords:
sustainable development, green banking, environmental consciousness, customersAbstract
Sustainable banking incorporates environmental and social
criteria for the purpose of achieving sustainability goals and customer
loyalty. As banks are important intermediaries in the national economy,
the objective is to explore bank customer current views in regard to
green banking initiatives in the Republic of Serbia. The research was
carried out in September till December 2023 in the Republic of Serbia.
The findings show that bank customers have high environmental
consciousness and carefully monitor the bank green initiatives. For
enhancing the loyalty of customers, the banks need to align their
business strategy with the principles of sustainable business and expand
the range of the green banking products in the future.
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