Understanding the intrinsic association between sustainable business practices (green approach) and brand equity (its financial perspective), based on the research results, makes business functions, especially marketing, more environment-friendly and evolve into (the term and culture of) a green approach to marketing in order to positively influence customer perception and, as a result, gain better brand equity for incremental revenue. The objective of the study was to find out how green or environmentally friendly the financial service organizations in developing economies like India are with reference to their offering, communicating, and delivering financial services to their customers, and how such green efforts have an impact on the financial perspective of their perceived brand equity. The primary data gathered from 331 customers of diverse financial organizations in the southernmost state of India, Kerala, by using a quantitative questionnaire survey, were subjected to an empirical analysis through critical review and causal modeling. The study confirmed that, in the revealed perceptions of the respondents (the target customers), a green approach to financial services has a positive impact on the financial perspective of the perceived brand equity.