The Impact of Green Marketing on Employee Green Performance: A study on Green Banking Practices in an Emerging Economy

Aysha Ashraf; Rama Mohammad Alzu’bi; Hasina Imam; Md. Mobarak Karim; S M Saief Uddin Ahmed; Gouranga Chandra Debnath; Fitty Valdi Arie; Veronika Fenyves

doi:10.63332/joph.v5i9.3298

Authors

Aysha Ashraf Department of Business Administration, School of Business, Asian University of Bangladesh, Bangabandhu Road, Ashulia, Dhaka 1341, Bangladesh
Rama Mohammad Alzu’bi Doctoral School of Management and Business, Faculty of Economics and Business, University of Debrecen, Böszörményi út 138, 4032, Debrecen, Hungary
Hasina Imam Doctoral School of Management and Business, Faculty of Economics and Business, University of Debrecen, Böszörményi út 138, 4032, Debrecen, Hungary
Md. Mobarak Karim Department of Business Administration, Presidency University, Dhaka, Bangladesh
S M Saief Uddin Ahmed Capstone Graduate Council Fellow, Department of Educational Studies in Psychology, Research Methodology, and Counseling, The University of Alabama, 306 Carmichael Hall, Box 870231, Tuscaloosa, AL 35487, USA
Gouranga Chandra Debnath School of Business & Economics, United International University, United City, Madani Avenue, Badda, Dhaka- 1212, Bangladesh
Fitty Valdi Arie Department of Management, Faculty of Economic and Business, Sam Ratulangi University, Kampus Bahu Kleak, Manado, 95115, North Sulawesi, Indonesia
Veronika Fenyves Faculty of Economics and Business, University of Debrecen, Böszörményi út 138, 4032, Debrecen, Hungary

DOI:

https://doi.org/10.63332/joph.v5i9.3298

Keywords:

Green marketing, Green employee performance, Green banking practices, Bangladesh

Abstract

The increasing concern about the impact of human activities on the environment has led to a heightened emphasis on the discipline of management science, specifically in employee’s performance. The most effective strategy to embracing sustainability should be closely interconnected with the environmental, economic, and social aspects of performance. Moreover, scholars have recently shown considerable interest in the domain of green marketing. The mutual contributions of employees are essential for a firm's success and sustainability, especially when the organization emphasizes sustainable development. This research finds to evaluate the influence of green marketing on the environmental performance of employees within Bangladesh's banking sector. This study is intended to enhance academic research and streamline the process of finding pertinent publications and conducting future investigations. Using structural equation modelling technique, this study employed PLS-SEM version 4 software to analyze the associations between the variables in our study. The model was built utilizing extensive data gathered from a survey done in Bangladeshi green financial institutions. This study discovered that businesses could utilize green marketing methods to influence the environmental performance of their employees.