https://unilib.phaidrabg.rs/o:7080 doi:10.5937/etp243-2001l Ekonomija: teorija i praksa startpage: 1 endpage: 16 eng Abstract: Sustainable banking incorporates environmental and social criteria for the purpose of achieving sustainability goals and customer loyalty. As banks are important intermediaries in the national economy, the objective is to explore bank customer current views in regard to green banking initiatives in the Republic of Serbia. The research was carried out in September till December 2023 in the Republic of Serbia. The findings show that bank customers have high environmental consciousness and carefully monitor the bank green initiatives. For enhancing the loyalty of customers, the banks need to align their business strategy with the principles of sustainable business and expand the range of the green banking products in the future. Sažetak: Održivo bankarstvo obuhvata ekološke i društvene kriterijume u cilju postizanja ciljeva održivosti i lojalnosti korisnika. Kako su banke važni posrednici u nacionalnoj ekonomiji, cilj ovog rada da istraži trenutne stavove klijenata banke u pogledu inicijativa zelenog bankarstva u Republici Srbiji. Istraživanje je sprovedeno od septembra do decembra 2023. godine u Republici Srbiji. Rezultati pokazuju da klijenti banke imaju razvijenu ekološku svest i pažljivo prate zelene inicijative banke. Radi povećanja lojalnosti klijenata banke treba da usklade svoju poslovnu strategiju sa principima održivog poslovanja i u budućnosti prošire asortiman zelenih bankarskih proizvoda. 2024 info:eu-repo/semantics/article Keywords: sustainable development, green banking, environmental consciousness, customers Ključne reči: održivi razvoj, zeleno bankarstvo, ekološka svest, potrošači. Green banking transition as a factor of sustainable development Tranzicija ka zelenom bankarstvu kao faktor održivog razvoja Ivaniš, Miloš Vapa Tankosić, Jelena Ignjatijević, Svetlana Lekić, Nemanja http://creativecommons.org/licenses/by/4.0/legalcode application/pdf 1504782 bytes