Investigating the Effect of Green Brand Image on the Ethical Reputation of the Bank with the Mediation of Green Trust and Green Satisfaction (Meli Bank Case)

The increasing awareness of environmental issues among customers has driven greater demand for green products. People's concerns for the environment are reflected in their consumption and purchasing patterns, prompting them to adjust their buying and consumption behaviors to support the environment by choosing products that are environmentally sustainable. Consequently, it is essential for brands to adopt strategies that leverage environmental preservation as a pathway to green marketing and profitability.
Adopting green approaches can be perceived as a socially responsible strategy that reaffirms an organization’s commitment to its corporate social responsibilities. It also serves as a benchmark to enhance organizational performance. This is considered a challenge for most industries worldwide in terms of adopting and implementing effective green strategies, which are critical for modern businesses. adopting a green approach to banking is seen as a means to increase sustainability, which serves as an effective measure for creating a positive image of banks. There appears to be a relationship between the concepts of green image and corporate image, as the activities of organizations that effect nature and the environment have become a critical factor in shaping their organizational image. Furthermore, demonstrating environmental commitments that reflect an organization’s green image significantly enhances the overall corporate image of such organizations.
Therefore, there is a strong likelihood that if the National Bank enhances its green image, it could have a positive effect on the bank’s reputation among customers who value environmental sustainability. This positive perception can increase the loyalty of these customers and attract new ones who share these values. Moreover, a positive ethical reputation can contribute to the bank's overall success and strengthen its market position. As such, conducting research aimed at examining the effect of green brand image on the bank's ethical reputation, with the mediating roles of green trust and green satisfaction among bank customers, can provide valuable insights into how green branding and promotion can enhance banks’ ethical reputation and the role of customer satisfaction and trust in this process.
The present study is applied in terms of its purpose and survey-based in terms of its execution method. Additionally, based on the nature of the data, it is quantitative. The statistical population of this research includes all customers of National Banks in the Hamadan Province. Due to the large size of the population, it was considered unlimited, and using Cochran's formula for unlimited populations, the sample size was estimated to be 384, assuming a 95% confidence level. The sampling method used in this study was convenience sampling conducted online. From the collected questionnaires, 384 were deemed usable.
Given the quantitative nature of the data, the primary tool used in the study was a questionnaire, which was developed based on prior research. The green brand image scale includes five questions developed by Chen (2010). The ethical reputation scale includes three questions developed by Valenzuela et al. (2010). The green trust scale includes five questions developed by Chen (2010). The green satisfaction scale includes six questions developed by Chen (2010).

In this study, content validity and construct validity were used to determine the validity of the questionnaire. The face validity and content validity of the questionnaire were confirmed by experts. Prior to distributing all questionnaires, a pilot study was conducted with 30 customers of National Banks in Hamadan Province, who were selected through convenience sampling. The questionnaire was distributed among them, and after collecting the responses, Cronbach's alpha coefficient was calculated using SPSS software. alpha coefficient for all research constructs is greater than the benchmark value of 0.7, indicating the reliability of the research measures. Data analysis was conducted using Structural Equation Modeling (SEM) with the statistical software SPSS24 and Smart PLS3.
The findings of the study indicated that green brand image significantly affects customer green satisfaction and customer green trust. Both customer green satisfaction and customer green trust significantly impact the bank’s ethical reputation. Green brand image significantly affects the ethical reputation of the bank, with customer green satisfaction and customer green trust acting as mediators. However, green brand image, in direct relation to the bank's ethical reputation, did not have a significant impact (P > 0.05).
Banks can enhance their ethical reputation by implementing effective and credible green initiatives that align with their overall business strategy and values. By doing so, banks can increase customer satisfaction, attract environmentally conscious customers, and build trust with their clientele. This hypothesis indicates a direct relationship between green customer trust and ethical reputation, where higher levels of green trust lead to a stronger ethical reputation. This relationship is based on the idea that customers who trust the bank's responsible environmental and social practices are more likely to perceive the bank as having positive values and ethical character.
Based on the research findings, it can be concluded that green brand image, considering the mediating role of green customer satisfaction, has a significant effect on the bank's ethical reputation. Therefore, the green brand image of banks, mediated by green customer satisfaction, has a significant positive effect on their ethical reputation. Banks can enhance their ethical reputation by creating a strong green brand image through green marketing strategies and green banking products that satisfy environmentally conscious customers. Consequently, this study provides evidence that the green brand image has a significant positive effect on the bank's ethical reputation, and this effect is mediated by green customer satisfaction.
Furthermore, based on the research findings, it can be concluded that green brand image, considering the mediating role of green customer trust, has a significant effect on the bank's ethical reputation. A strong green brand image can convey a sense of environmental responsibility and commitment to sustainability, which can lead to increased customer trust and respect. Customers who perceive the bank as environmentally responsible are more likely to trust and respect its ethical practices, thereby enhancing the bank's ethical reputation.
Banks should prioritize building a strong green brand image through various marketing and communication channels such as social media, advertising, and public relations. This helps shape consumers' perceptions of their commitment to environmental sustainability and fosters trust with customers. Additionally, banks should focus on delivering high-quality green products and services that meet customer expectations, as satisfied customers are more likely to perceive the bank as having a strong ethical reputation.
Banks that prioritize environmental sustainability through green branding can enhance their ethical credibility by building customer trust in their green legitimacy. However, overemphasizing green branding without concrete action can damage ethical credibility and weaken customer trust. Overall, a green brand image can positively influence ethical reputation by increasing customer trust in the bank’s environmental performance and social responsibility.