مینا کیهانی کمال

As one of the sources of financing, the banking industry plays an important role in preserving the environment in terms of considering opportunities and situations in business projects. Banks are directly and indirectly involved in this development or pushing back sustainable development. This industry can help maintain sustainable development by considering the environmental consequences, which indicates their greenness. Green banking is a type of banking with the main objective of environmental protection and sustainable development (SD) considering all social and environmental aspects. The tool that plays an essential role in this is green marketing. This type of marketing includes a wide range of activities, including product modification, changes in the production process, packaging changes, as well as advertising modifications. In Iran, Tejarat Bank, as a green bank, has extensive goals and measures in showing and developing this The type of banking has been implemented. Keeping this issue in mind, the present study analyzes and investigates the factors that contribute to the acceptance of green marketing as one of the pillars of green banking in this bank. The statistical population of the research is the personnel of Tejazt Bank in Hamedan, and the sample number is ۵۶ people. The data collection method is a combination of quantitative approach (questionnaire) and qualitative approach (interview). Cronbach's test was used for the validity and reliability of the questionnaire, and the data analysis was done with the Binary Logit regression method, which allows us to analyze the effect of different variables on the probability of accepting green marketing. . This model includes six main variables. Two economic variables include changes in marketing elements and recognition of existing conditions and green conditions, which examine how to adapt marketing strategies to green conditions and analyze the current market situation. In the following, two organizational variables, including belief in green marketing and support from senior managers, have been analyzed, which analyze the role of employee belief and management support in advancing green marketing goals. Also, two cultural variables including improvement of organizational culture and improvement of employees deal with the impact of organizational culture and the need to train and empower employees to accept green concepts. . Organizational factors such as the support of senior managers and the improvement of organizational culture are particularly important and can help facilitate the adoption of green marketing. Also, improving employees and increasing their awareness in the field of green marketing can lead to promoting the adoption of these strategies. Economic factors, including recognition of existing conditions and economic benefits, also play an important role in increasing the motivation to adopt green marketing. However, variables such as changes in green marketing elements and gender have been identified as significant barriers to adoption and require attention and modification. Finally, considering the insignificant effects of some factors such as education and age, it is clear that adopting green marketing requires a comprehensive and coordinated approach that includes strengthening positive factors and managing challenges.