Purpose: The purpose of this study was to examine the role of strategic green marketing practices in the Indian banking sector in minimizing adverse environmental impact by promoting green technology financing and implementing sustainable green banking practices. The study specifically examined how green social responsibility (GSR), green processes, and green products influenced green brand perception and green brand equity (GBE) among Indian bank customers. Design/Methodology/Approach : The study adopted a quantitative research approach supported by an extensive review of relevant literature to develop a conceptual research model. Primary data were collected through a structured questionnaire administered to 330 Indian bank account holders. Factor analysis and structural equation modeling (SEM) were employed to examine the relationship between key green marketing dimensions, GSR, green processes (GP), and green products, and their influence on green brand image (GBI) and GBE.

Findings: Green marketing dimensions significantly enhanced customer perceptions of GBI and positively influenced GBE in the Indian banking sector. Among the three dimensions, green products emerged as the strongest contributor, followed by GP and GSR. The results indicated that strategic green marketing practices indirectly contributed to minimizing environmental degradation by encouraging environmentally responsible banking operations and supporting sustainability-oriented financial behavior. Practical

Implications: The findings have important implications for banking practitioners and policymakers by emphasizing the need to integrate green marketing elements into strategic decision-making processes. Bank managers could strengthen the GBI, enhance customer trust, and improve brand equity by offering environmentally responsible products, implementing sustainable internal processes, and pursuing social responsibility initiatives. The study also offered guidance for promoting sustainable growth, reducing environmental impact, and enhancing social well-being through effective green banking strategies. Originality/

Value: This study contributes to the growing literature on green banking by offering a novel perspective on how green marketing strategies in the banking sector indirectly support environmental sustainability and reduce the adverse effects of global warming. Unlike previous studies, it integrates GSR, GPs, and green products to explain green brand perception and equity in the Indian banking context, while highlighting current sustainability initiatives adopted by banks to promote long-term environmental and social welfare.

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