A Systematic Literature Review of Green Financing, Green Banking, and Green Marketing on Customer Loyalty: The Roles of Top Management Support and Corporate Image

Abstract

This study aims to examine and synthesize previous studies discussing the interrelationships among green financing, green banking initiatives, green marketing, customer loyalty, top management support, and corporate image in the banking sector. This study employs a Systematic Literature Review (SLR) method by analyzing 33 national and international scientific articles published between 2019 and 2025, obtained from Google Scholar, Scopus, and other indexed journals. The article selection process was conducted through identification, screening, eligibility, and inclusion stages following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) approach. The findings indicate that green financing, green banking initiatives, and green marketing are generally associated with customer loyalty. The reviewed studies suggest that environmentally oriented banking strategies can enhance customer trust, customer satisfaction, and corporate image, which in turn support customer loyalty. Furthermore, top management support plays an important role in facilitating the implementation of green business strategies, while corporate image strengthens the relationship between green strategies and customer loyalty. This study contributes to the development of green banking literature by providing a comprehensive synthesis of previous findings and offers insights for banking institutions seeking to improve customer loyalty through sustainable business strategies.