The Impact of Green Advertising on Retail Investor Adoption of Green Financial Products in India

This study investigates the influence of green advertising on the adoption of green financial products among retail investors in India. With increasing global climate concerns, the prominence of sustainable investing is growing, prompting financial institutions to promote eco-friendly financial offerings. This research aimed to explore investors’ perceptions, attitudes, and behavioral inclinations towards such advertisements. Data were collected from 56 retail investors through a structured online survey. Descriptive and inferential statistical tools were employed to analyze investor awareness, environmental concern, investment behavior, and responses to green marketing messages. Findings indicate a positive correlation between environmental concern and the likelihood of investing in green financial products. Green advertisements show a moderate but significant impact, particularly when emphasizing trust and competitive financial returns alongside environmental benefits. Recommendations include strategically targeting environmentally conscious and moderate-risk investors, simplifying green messaging, and integrating digital campaigns for greater visibility and impact.