¿Existe espacio para una banca ética?
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Abstract
We set out to analyse the possibility of developing «ethical banking» in our environment, from a marketing perspective. We do not look at other terms of possibility such as legal and financial/ economic aspects, but rather focus on analysing the demand there might be for an organisation of this type. The article begins with an analysis of the concept of ethical banking, then gives a brief analysis of Spanish and European references in the field. The next stage is an in-depth analysis of demand data from a field study carried out in the Basque Country. The article concludes with an outline of a marketing approach that could enable an organisation of this type to emerge.
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