Entrepreneurship and Sustainability Issues

Enter to ENTREPRENEURSHIP AND
SUSTAINABILITY CENTER page

Navigation

Membership:

Recommended tools:

Get Mendeley Web Importer:

Join a global community of researchers using Kudos:

Received: 2025-09-10 | Accepted: 2025-11-18 | Published: 2025-12-30

Title

Role of blockchain technology in green banking

Abstract

Climate change, a general deterioration in the global composition of the planet's atmosphere and the growing expectations of the interested parties make a significant difference to the strategic priorities of the banking sector. In this context, green marketing has become a dominant approach to promoting the development of environmentally friendly products. This approach is applied by different businesses, which in turn increases the brand image, transparency of the company or organisation, and consumer confidence. Additionally, blockchain technology, with its own properties of decentralisation, transparency, and stability, offers new opportunities to adopt and implement eco-marketing factors. This article examines the convergence of eco-marketing and blockchain technology in financial institutions, with a focus on commercial banks. A description of how the blockchain methodology can enhance the credibility and consistency of sustainability initiatives, while reducing the risk of non-transparent activities. Based on a comprehensive literature analysis, the study explicitly addresses the key theoretical and empirical aspects of green banking practices, the development of consumer perception, and the potential for mitigating opacity. The results may indicate that, although blockchains can increase confidence in green marketing, their implementation often involves high energy costs, unavoidable integration with existing systems, and potential uncertainty regarding existing regulations. The article presents a conceptual framework for banks to develop sound, technologically based green marketing strategies that align with environmental sustainability and the expectations of interested parties. Research may contribute to increasing attention to digital sustainability and provide theoretical and practical insight into sustainable financial innovation in the banking sector.

Keywords

green marketing, blockchain technology, green banking, sustainability, consumer confidence, FinTech, ESG communication

JEL classifications

M31 , M38 , O16

URI

http://jssidoi.org/jesi/article/1384

DOI

DOI 10.9770/s5967972526

Pages

440-450

Funding

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Išoraitė, Margarita

Vilniaus kolegija / Higher Education Institution, Vilnius, Lithuania https://www.viko.lt

Articles by this author in: CrossRef | Google Scholar

Dubauskas, Gediminas

Vilniaus kolegija / Higher Education Institution, Vilnius, Lithuania https://www.viko.lt

Articles by this author in: CrossRef | Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

Number

Issue date

December 2025

Issue DOI

DOI 10.9770/y5496256392

ISSN

ISSN 2345-0282 (online)

Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Article views & downloads

HTML views: 1003 | PDF downloads: 616

References

Alkhatib, S., Kecskés, P., & Keller, V. (2023). Green Marketing in the Digital Age: A Systematic Literature Review. Sustainability, 15(16), 12369. https://doi.org/10.3390/su151612369