Sales Management in Green Finance: Investment Efficiencyand Business Innovation in Financial Institutions

This study explores the dynamics of sales management within the context of green finance, focusing on the efficiency of investments and the role of business innovation in advancing sustainability goals. Through a detailed analysis of the European green bond market, the paper identifies the financial, regulatory, and economic factors influencing green bond costs. Utilizing a dataset of 364 EURdenominated green bonds issued between 2014 and 2024, the research employs descriptive statistics and panel regression models to assess the impact of variables such as coupon rates, inflation, credit ratings, bond maturity, and seniority. Key findings indicate that higher coupon rates and inflation positively correlate with green bond yields, while superior credit ratings and senior bond categories lower yield costs. Sovereign issuers generally command higher yields compared to corporate issuers, reflecting differences in risk and market positioning. The analysis also underscores the critical influence of the German benchmark yield on green bond pricing across Europe. This paper contributes to the literature by integrating financial metrics with regulatory frameworks like the EU Green Bond Standard, providing actionable insights for policymakers and investors. It highlights the strategic alignment of green bond issuance with the European Green Deal’s sustainability objectives, offering pathways for fostering investment efficiency and business innovation in green finance.