Customers’ Perception Towards Green Banking in India-An Empirical Study

ABSTRACT Sustainable development goals and climate change mitigations are now prominent issues to save our planet from unnatural industrial development and human interventions. Corporate reporting and Sustainability issues are discussed worldwide in divergent segments and industries. The urge of Environmental protection has been accepted as one of the burning issues in around the world today, India is not an exception. It is urged to all the business organizations along with financial services to apply eco-friendly “Green” initiatives in their business activities. The banking industry sector can be proactive to support the green banking concept. The term ‘Green Banking’ indicates practices that make banks more economically sustainable, entailing environment, and social dimensions. It aims to make banking transactions highly green and eco-friendly to achieve perpetual sustainability. Global expansion of Indian banking is remarkable, and the Indian banking network is placed as the biggest banking. The paramount banking services are possible with insignificant or minor bearing on the atmosphere and involving the customers in it at every stage. Green banking has encouraged various banks to go for computerized or paper free banking and use technology to reduce impact on the environment. The perception of customers and their satisfaction is another vital factor that must be taken into consideration before investment and the implementation of such green services. This paper focuses on green banking initiatives, environment perspective of green banking. It analyses the factors influencing customers, green banking product’s usages and the merits of green banking practices. The motive of this research paper is intended to study the status of green banking practices in India, and to identify the consumers’ perception towards green banking with an empirical study in Hassan district. And find out what motivates customers to prefer Green Banking services.