Analyzing the Awareness of Green Banking in Indian Context

Abstract

Banking institutions have increased their commitment to sustainable banking practices due to environmental concerns, emphasizing green finance and investment. Banking promotes sustainable economic development due to cost savings and environmental protection. Green banks claim to be significant players in global sustainability efforts. Consumer impression of public and private sector banks' green banking services was examined. These services should be optimized for competitiveness and client pleasure. Nationalized banks may improve consumer outreach and compete with technology using the findings. Few studies have examined semi-urban populations in emerging nations like eastern India. In this sense this research is unique. Convenience and Snowball sampling was utilized owing to limited resources and easy respondent availability. Authors used EFA to identify the latent constructs and then Confirmatory Factor Analysis. SEM and path analysis were used in PLS-SEM 4.1 to analyze the data. In this study, the observed latent variables have been derived from exploratory factor analysis. The intermittent dependent variable Behavioral Intention and the ultimate dependent constructs have been derived from the existing established scale. It has been seen that, all the latent observed variables have a significant impact on Behavioural Intention and customer satisfaction has a partial mediating effect on Customer loyalty. Green banking requires more effort before it's completely integrated into finance. Top-down and bottom-up interaction raises green banking awareness. Policymakers and regulators increasingly see green banking policy initiatives to change the financial sector as essential to help nations achieve their objectives. Our study's practical applications include increasing brand image by displaying a commitment to environmental conservation and preservation by maximizing resources and applying green technology in the proper offer to improve technology uptake and customer acceptance.