Decoding Consumer Perceptions Toward Green Financial Products Using Analytical Hierarchy Process

Authors

  •   Abhinav Pal Assistant Professor (Corresponding Author), Symbiosis Centre for Management Studies, Noida Campus, Symbiosis International (Deemed University), Pune, Plot No. 47 & 48, Sushil Marg, Block A, Industrial Area, Sector - 62, Noida - 201 301, Uttar Pradesh ORCID logo https://orcid.org/0000-0002-8045-0102
  •   Vikrant Vikram Singh Assistant Professor, Symbiosis Centre for Management Studies, Noida Campus, Symbiosis International (Deemed University), Pune, Plot No. 47 & 48, Sushil Marg, Block A, Industrial Area, Sector - 62, Noida - 201 301, Uttar Pradesh ORCID logo https://orcid.org/0000-0003-1817-1097
  •   Chandan Kumar Tiwari Senior Lecturer, Business Administration Department, College of Economics and Business Administration, University of Technology and Applied Sciences, Muscat ORCID logo https://orcid.org/0000-0002-7563-3238
  •   Mohd Abass Bhat Senior Lecturer, Business Administration Department, College of Economics and Business Administration, University of Technology and Applied Sciences, Muscat ORCID logo https://orcid.org/0000-0003-0705-5410

DOI:

https://doi.org/10.17010/ijom/2025/v55/i9/175450

Keywords:

cost-effectiveness, consumer awareness, trust in green financial products, perceived risk, environmental impact.
Publication Chronology: Paper Submission Date : September 19, 2024 ; Paper sent back for Revision : May 21, 2025 ; Paper Acceptance Date : July 10, 2025 ; Paper Published Online : September 15, 2025

Abstract

Purpose : This research used the analytic hierarchy process (AHP) to investigate the key factors influencing consumers to purchase green financial products.

Methodology : As a mixed-method study, qualitative expert opinions were combined to select variables with quantitative AHP analysis of the weight of these factors. For the AHP process, six to eight panel experts on sustainable finance, green advertising, and consumer behavior were selected.

Findings : The analysis results depicted environmental impact as the most predominant motivator for the consumer, placing trust in green financial products next in order. Awareness driven by cost-effectiveness became less influential, while perceived risk ranked the lowest. In contrast, these results described an increasing confidence on behalf of consumers in the stability and safety of green financial markets.

Implications : Basically, the study concluded that the green attributes of financial products should be brought to light, but equally, efforts should be made to increase consumer trust concerning compliance and transparency.

Originality : Further, the study introduced a new evaluation parameter for applying AHP in sustainable finance research. Overall, the findings indicated practical implications for eliciting consumer preference and designing strategies to promote green financial products effectively.

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Published

2025-09-15

How to Cite

Pal, A., Singh, V. V., Tiwari, C. K., & Bhat, M. A. (2025). Decoding Consumer Perceptions Toward Green Financial Products Using Analytical Hierarchy Process. Indian Journal of Marketing, 55(9), 29–42. https://doi.org/10.17010/ijom/2025/v55/i9/175450

Issue

Volume 55, Issue 9, September 2025

Section

Articles
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