Green Financing for Carbon-Free Growth: Role of Banks Marketing Strategy

Authors: Tetyana Pimonenko, ORCID: https://orcid.org/0000-0001-6442-3684 Dr.Sc., Associate Professor, Sumy State University, Ukraine Yana Us, ORCID: https://orcid.org/0000-0003-1451-0450 Sumy State University, Ukraine Yuliya Myroshnychenko, ORCID: https://orcid.org/0000-0002-0463-0347 Ph.D., Associate Professor, Sumy State University, Ukraine Olexiy Dubyna, Sumy State University, Ukraine Tetyana Vasylyna, ORCID: https://orcid.org/0000-0002-6957-0082 Sumy State University, Ukraine Pages: 71-78 Language: English DOI: https://doi.org/10.21272/fmir.5(3).71-78.2021 Received: 18.07.2021 Accepted: 07.09.2021 Published: 13.09.2021 Download: Views: Downloads: 9 3 Abstract Nowadays, the climate change problems are on the international agenda, while increasing attention is paid to the role of green finance and bank activity in developing a climate-neutral future. This paper aims to investigate the scientific background devoted to bank marketing to determine the role of green finance in carbon-free economic growth and identify the potential research directions under this issue. The systematization of scientific publications presented in the Scopus database showed the growing tendency in publication activity concerning bank marketing and carbon-free economic growth. However, the scientific problem is a gap in studies devoted to investigating the role of financial marketing strategies in the bank sector for intensifying carbon-free economic growth. To gain the research goal, the authors conducted the bibliometric analysis using the VOSviewer software tools. Methodological tools of the research were the method for visualizing similarities between keywords. This study operates with the scientific articles published in the journals indexed in the Scopus database. The research period is 2000-2020. The research theoretically proved that green finance is one of the main triggers of carbon-free development. The obtained results of the bibliometric analysis identified four main research directions concerning the investigated topic such as 1) financial marketing in sustainable development; 2) financial management in environmental protection; 3) carbon markets; 4) international regulation in emission trading. The authors determined the contribution of scientists in developing the investigated issues. Most productive journals were highlighted. The findings determined the pioneer countries in exploring the analyzed topic. The current study findings are limited by the articles presented only in the Scopus database. Therefore, future research should expand the study sample to compare the articles presented in other reliable scientific databases such as the Web of Science.