Green Loans in Bank Portfolio: Financial and Marketing Implications

Banks represent important subjects in business, with dominant positions the financial system world. developed various products and services that can cover most market needs. As a result of adequate portfolio diversifications, banks recorded positive profitability rates. In addition to being adjusted competition, should also focus on environment. Therefore, have recognized an opportunity offer green support environmentally-friendly initiatives projects. The aim this paper is identify whether crucial determinants bank are moderated by presence loans portfolio. For purpose, panel fixed-effects approach was applied data from Republic Serbia (2014–2021). obtained results indicate bank’s moderates influences liquidity measured return assets (ROA) equity (ROE). contribution conducted research it is, according authors’ knowledge, first measurement estimation moderating effects loans’ banks’ portfolios their profitability. financial, marketing implications were considered.