A study on green marketing practices in select Indian banks

Green marketing has gained an important role in the context of global warming and climate change, this, in turn has forced manufacturers to incorporate the principle of green marketing. Green marketing is marketing of products that are presumed to be environmentally safe including product modification, changes to the production process, packaging changes, as well as modifying advertising. Business forms have realized the importance of green marketing need in order to protect the environment and they have adopted number of strategies to do so. Not only the business firms have realized the importance of the environment but in this context the financial sector and especially the banks have taken initiates to protect the environment. Therefore bank have introduced green banking practices to protect the environment. This article tries to highlight significance of green pricing at the banks. A structured questionnaire was instrumented in getting responses from the Bank employees. The study employees one way ANOVA and t-test for the purpose of proving the selected hypothesis. Weighted average and percentage are also made use to analyze the primary data collected. This paper provided the suggestions on employment of more employees, lending of green loans and extention of green products. It is conclude that the study is an attempt to spotlight the significance of green pricing strategy in banking sector. It is very much manifested that even though the study area is district of a state, it is lacking behind in terms of using most of the green products