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Stream/Area:
-
Subject:
-
Paper ID:
10.55041/IJSREM.GSTCOS097
Volume:
10 |
7 |
Jul 2026
Pages:
1-9
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department Of MBA,
CMR Institute of Technology, Hyderabad, Telangana
Department Of MBA,
CMR Institute of Technology, Hyderabad, Telangana
Green marketing has become a strategic response to global environmental challenges, with banks increasingly adopting sustainable practices to reduce ecological impact and enhance brand reputation. This study evaluates the effectiveness of HDFC Bank’s green marketing initiatives in Hyderabad, focusing on customer awareness, perception, satisfaction, and behavioral impact. A sample of 150 respondents was surveyed using a structured questionnaire covering demographics, awareness, perception, satisfaction, behavior, challenges, and suggestions. Statistical tools including Chi square, correlation, and regression were applied to test hypotheses. Findings reveal moderate awareness of green banking, strong adoption of digital services such as UPI and net banking, and positive perceptions of eco friendly practices. Green initiatives significantly influence satisfaction, loyalty, and digital transaction behavior, though challenges such as lack of awareness, technical issues, and security concerns persist. The study concludes that HDFC Bank’s green marketing strategies are effective but require stronger communication, awareness campaigns, and incentives to maximize impact.
KEYWORDS
The study concludes that HDFC Bank’s green marketing initiatives are effective in shaping customer perception, satisfaction, and loyalty. Green initiatives align environmental goals with digital adoption, encouraging customers to use eco‑friendly services. However, awareness gaps and communication challenges remain. Trust and transparency are critical for enhancing loyalty, and younger demographics are key drivers of adoption.
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Publication Date
7/5/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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