Green bonds represent a significant financial instrument within the broader field of green finance. While the green bond market is expanding and demonstrates substantial potential, it also faces certain limitations. The primary theoretical foundation of this study is institutional theory, complemented by signaling theory and pecking order theory. An abductive approach was adopted, employing semi-structured interviews with representatives from two Hungarian companies. The findings reveal, in contrast to previous literature which suggests a negative relationship, an inherent positive relationship between institutional pressures and firms' sustainability strategies. Specifically, the cases illustrate that when internal sustainability strategies are in place, institutional pressures can enhance a company's capability to effectively utilize green finance. These findings contribute insights for both businesses and institutional bodies, emphasizing that internal sustainability strategies are instrumental in facilitating green business transformation and underscoring the critical role of institutional isomorphism in driving this process.