EAN: 9783954891443

GREEN BANKS THE FAIRY TALE OF SUSTAINABILITY - ...

As ethical banks have developed from niche players to a serious competition for traditional
banks  supposedly ethical banks and even traditional banks use the term ethical bank in order
to sell bank services under the cloak of sustainable and ethically correct business
conduct.Therefore  the aim of this research is to make truly ethical banks distinguishable from
traditional banks by investigating  analyzing and determining principles  ethical banks have to
fulfill or refrain from in order to call themselves truly ethical. Based on academic research
results  a web-based survey identifies the bank customer's attitude towards sustainability 
ethics  and their banking  and the ethical attitude towards the nine areas of business  banks
may be confronted with. The survey results build the basis for a list of positive and negative
ethical guiding principles which should serve as a general standard for ethical
banks.Nevertheless  the ethical guiding principles need to be continuously reviewed and
validated as a consequence of the ever-changing environmental  social and legal environment. In
the case of its direct implementation  a control mechanism within or outside the bank must
monitor and ensure compliance with these principles.

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