Analyzing the Role of the Value Chain in the Development of Sustainable Green Marketing in the Banking Industry
Keywords:
Value chain, sustainable green marketing, banking industry, competitive advantage, sustainabilityAbstract
This study aimed to analyze the role of the value chain in developing sustainable green marketing within the Iranian banking industry and to identify the relationships between value chain components and green marketing indicators under a sustainability approach. This research was applied in purpose and descriptive–analytical in nature. The statistical population comprised 1,800 employees and experts of Tejarat Bank branches in Tehran, from which 317 individuals were selected through a judgmental sampling method. Data were collected using a standardized three-part questionnaire including demographic information and research variables measured on a five-point Likert scale. Face and content validity were confirmed, and Cronbach’s alpha coefficients above 0.8 indicated high reliability. Data analysis was conducted using Smart PLS software and structural equation modeling (SEM) to assess relationships among latent and observed variables. The measurement and structural model analyses indicated factor loadings above 0.6 and Cronbach’s alpha coefficients exceeding 0.7, confirming convergent validity and reliability. Average variance extracted (AVE) values were higher than 0.5 and composite reliability (CR) values exceeded 0.7. The SEM results demonstrated positive and significant relationships between the value chain and green marketing components in the banking sector (T > 1.96, p < 0.05). Path coefficients revealed that green human resources, integration management, technical capabilities, and internal green structure significantly affect green marketing and competitive advantage. The findings confirm that the value chain plays a crucial role in strengthening and advancing sustainable green marketing in the banking industry. Adopting a value chain approach enables banks to design green financial services, optimize internal processes, enhance corporate image, and achieve competitive advantage. Sustainable green marketing not only improves banks’ environmental performance and social responsibility but also reinforces long-term sustainability in the financial sector, offering a strategic model for other service industries.
Downloads
References
Ali, S. R., Hossain, M. A., Islam, K. Z., & Alam, S. S. (2024). Weaving a greener future: The impact of green human resources management and green supply chain management on sustainable performance in Bangladesh's textile industry. Cleaner Logistics and Supply Chain, 10, 100143. https://doi.org/10.1016/j.clscn.2024.100143
Alves, L., Ferreira Cruz, E., Lopes, S. I., Faria, P. M., & Rosado da Cruz, A. M. (2022). Towards circular economy in the textiles and clothing value chain through blockchain technology and IoT: A review. Waste Management & Research, 40(1), 3-23. https://doi.org/10.1177/0734242X211052858
Chaudhuri, R., Singh, B., Agrawal, A. K., Chatterjee, S., Gupta, S., & Mangla, S. K. (2024). A TOE-DCV approach to green supply chain adoption for sustainable oper ations in the semiconductor industry. International Journal of Production Economics, 275, 109327. https://doi.org/10.1016/j.ijpe.2024.109327
Dahinine, B., Laghouag, A., Bensahel, W., Alsolami, M., & Guendouz, T. (2024). Modelling the Combined Effect of Green Leadership and Human Resource Management in Moving to Green Supply Chain Performance Enhancement in Saudi Arabia. Sustainability, 16(10), 3953. https://doi.org/https://doi.org/10.3390/su16103953
Esfahbodi, A., Pang, G., & Peng, L. (2022). Determinants of consumers' adoption intention for blockchain technology in E-commerce. Journal of Digital Economy, 1(2), 89-101. https://doi.org/10.1016/j.jdec.2022.11.001
Galbreath, J. (2019). Drivers of Green Innovations: The Impact of Export Intensity, Women Leaders, and Absorptive Capacity. Journal of Business Ethics, 158(1), 47-61. https://doi.org/10.1007/s10551-017-3715-z
Gereffi, G., Lim, H. C., & Lee, J. (2021). Trade policies, firm strategies, and adaptive reconfigurations of global value chains. Journal of International Business Policy, 4(4), 506-522. https://doi.org/10.1057/s42214-021-00102-z
Guo, S., Zhang, W., & Gao, X. (2020). Business risk evaluation of electricity retail company in China using a hybrid MCDM method. Sustainability, 12(5), 2040. https://doi.org/10.3390/su12052040
Hewa, T., Ylianttila, M., & Liyanage, M. (2020). Survey on blockchain based smart contracts: applications, opportunities and challenges. Journal of Network and Computer Applications, 102857. https://doi.org/10.1016/j.jnca.2020.102857
Hou, J., Qu, L., & Shi, W. (2018). A Survey on Internet of Things Security from Data Perspectives. Computer Networks, 148, 295-306. https://doi.org/10.1016/j.comnet.2018.11.026
Hu, W., & Tresirichod, T. (2024). Impact of Green Entrepreneurial Orientation on Sustainable Performance: The Mediating Role of Green Intellectual Capital and Green Supply Chain Management. Asian Administration & Management Review, 7(1). https://so01.tci-thaijo.org/index.php/AAMR/article/view/272653
Hughes, L., Dwivedi, Y. K., Misra, S. K., Rana, N. P., Raghavan, V., & Akella, V. (2019). Blockchain research, practice and policy: Applications, benefits, limitations, emerging research themes and research agenda. International Journal of Information Management, 49, 114-129. https://doi.org/10.1016/j.ijinfomgt.2019.02.005
Janssen, M., Weerakkody, V., Ismagilova, E., Sivarajah, U., & Irani, Z. (2020). A Framework for Analysing Blockchain Technology Adoption: Integrating Institutional, Market and Technical Factors. International Journal of Information Management, 50, 302-309. https://doi.org/10.1016/j.ijinfomgt.2019.08.012
Kano, L., Tsang, E. W., & Yeung, H. W. C. (2020). Global value chains: A review of the multi-disciplinary literature. Journal of International Business Studies, 51(4), 577-622. https://doi.org/10.1057/s41267-020-00304-2
Palomino-Tamayo, W., & Timana, J. S. (2022). Creating firm value, overcoming organizational inertia through the marketing value chain. Academia Revista Latinoamericana De Administración, 35(1), 20-36.
Rashid, A., Baloch, N., Rasheed, R., & Ngah, A. H. (2024). Big data analytics-artificial intelligence and sustainable performance through green supply chain practices in manufacturing firms of a developing country. Journal of Science and Technology Policy Management.
Santos, C., Coelho, A., & Cancela, B. L. (2024). The impact of greenwashing on sustainability through green supply chain integration: the moderating role of information sharing. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-024-05009-2
Seyed Nejad Fahim, S. R. (2024). Analyzing the Role of Strategic Management Accounting in Sustainable Supply Chain Management (Case Study: Food Manufacturing Companies in Gilan Province). Green Development Management Studies.
Shen, B., Dong, C., Tong, X., & Ngai, E. W. T. (2022). Emerging technologies in e-commerce operations and supply chain manage ment. Electronic Commerce Research and Applications, 55, 101203. https://doi.org/10.1016/J.ELERAP.2022.101203
Wang, J. (2023). Influencing Factors on Green Supply Chain Resilience of Agricultural Products: An Improved Gray-Dematel-Ism Approach. Frontiers in Sustainable Food Systems, 7. https://doi.org/10.3389/fsufs.2023.1166395
Downloads
Published
Submitted
Revised
Accepted
Issue
Section
License
Copyright (c) 2025 ابراهیم اخلاقی (نویسنده); مهدی کریمی زند; اعظم رحیمی نیک (نویسنده)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
