Green Banking Initiatives in Public Sector Banks: An Empirical Study on Customer Satisfaction

In India`s nancial sector, green banking has emerged as an essential component of sustainable development to foster economic growth, while maintaining environmental sustainability. Green banking has two aspects: using energy resources wisely and reducing carbon footprint to encourage and nance eco-friendly investments. To reduce paper-based transactions, green banking involves electronic and digital banking. This study examines customer satisfaction with green banking practices in Rajasthan. Data were collected from 450 customers of public sector banks through a structured questionnaire and analyzed using percentage, Likert scale (1-5), and the Wilcoxon signed-rank test methods to examine their awareness, satisfaction levels, and challenges regarding green banking services offered by banks. The nding reveals that customers are highly satised with corebanking services such as ATMs, SMS banking, paperless banking, and online banking, which improve users' ease of use, time saving, and costeffectiveness; however, satisfaction is drastically down for green credit cards, green deposits, green bonds, green loans, green nances, and green mortgages. The main challenge faced by users for more specic green banking services is lack of knowledge, the absence of regulations, and clear banking policies. Therefore, banks should focus on enhancing the userexperience awareness program and high security measures