ItemBook Chapter

Harnessing Digital Marketing for Promoting Green Finance: A Strategic Approach to Building Climate Resilience

Title
Harnessing Digital Marketing for Promoting Green Finance: A Strategic Approach to Building Climate Resilience
Creator
Ellikkal, Adil; Park, Jin Yong; Thangam, Dhanabalan; Akanksha
Description
The study intents to utilize digital marketing strategies in order to foster green finance and influence climate-resilient?financial practices. Utilizing 250 survey respondents, the paper investigates how digital marketing intensity, content quality and platform interactiveness influence critical psychological dimensions (perceived green?value perception, trust in green finance and perceived transparency). SEM analysis shows that digital marketing exerts a significant positive effect on these?mediators, and the aforementioned mediators significantly affect individual green financial product investment intention. Furthermore, investment intention is found to be the most significant predictor of climate-resilient financial behavior, suggesting that behavioral pathways are instrumental to understanding the?digital engagementsustainable finance value chain. The findings provide an insight to the importance of transparent, trustworthy and engaging digital communication as a strategy for reducing information?asymmetry and building consumer trust towards green finance offering. Drawing on literature in sustainable finance, behavioral economics and digital communication, this contribution to a nascent literature on the use of digital tools to strengthen climate resilience?presents opportunities associated with each. The research also has practical implications for policy makers and financial institutions that wish to promote pro-environmental behaviour in the financing sphere with digital?means. The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
Source
World Sustainability Series;Volume;Part F1959;pp.453-472
Date
01-01-2026
Publisher
Springer Science and Business Media Deutschland GmbH
Subject
Climate resilience; Digital marketing; Green finance; Sustainable investment and consumer behavior
Coverage
Ellikkal A., Presidency Business School, Presidency College, Bengaluru, India; Park J.Y., Konkuk University, Seoul, South Korea; Thangam D., Presidency Business School, Presidency College, Bengaluru, India; Akanksha, Christ (Deemed to be University), Bengaluru, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 21997373;
Format
online
Language
English
Type
Book chapter

Citation

Ellikkal, Adil; Park, Jin Yong; Thangam, Dhanabalan; Akanksha, “Harnessing Digital Marketing for Promoting Green Finance: A Strategic Approach to Building Climate Resilience,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/24111.

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