Green Banking Practices in Emerging Economies

Purpose: This study provides an in-depth examination of green finance within the Tunisian banking sector. The primary objective is to investigate the extent to which banks can contribute to the development and consolidation of green finance in Tunisia. Design/Methodology/Approach: The paper first outlines the critical importance of green finance as a cornerstone of the transition toward a sustainable and environmentally responsible economy. Particular attention is given to the role of financial institutions in fostering green financial products. In this context, Tunisian banks have begun to introduce products and services aligned with sustainability objectives. Findings: The analysis reveals that, although noteworthy initiatives have been undertaken, current efforts remain insufficient and require significant reinforcement. To further explore this issue, the study investigates Tunisian customers’ perceptions of green financial products, as well as the factors shaping their attitudes. The survey results indicate a growing level of awareness, with trust and perceived relevance emerging as key determinants of adoption. These findings highlight the strategic importance of green finance within the Tunisian banking landscape. Practical Implications: The study offers valuable insights for policymakers, practitioners, and researchers seeking to promote the sustainable development of the banking sector in Tunisia, and provides a foundation for strategies aimed at strengthening the role of green finance in emerging economies. Originality/Value: The study suggest an emerging demand for green financial products. The importance given to environmental sustainability as a criterion for choosing financial products presents an opportunity for Banks to develop their range of sustainable products to the expectations of participants.