The Enablers of Green Banking Awareness: A Structural Model of Customers’ Perceptions in India

Green banking is transforming financial environments, although its implementation in developing nations is still little examined. This research investigates the factors influencing Green Banking Awareness (GBA) in India, a rising economy where sustainable finance is becoming increasingly prominent. Utilising Stakeholder Theory (ST), the research examines the impact of Service Quality (SQ), Sustainability and Resource Efficiency (SRE), Commitment and Infrastructure (CI), and Trust and Consumer Influence (TCI) on GBA. Data were gathered from 240 banking clients and examined with Partial Least Squares Structural Equation Modelling (PLS-SEM). The results indicate that SQ, SRE, and CI have a substantial positive effect on GBA, whereas TCI shows a negligible influence, suggesting that customers value digital accessibility and operational efficiency more than social persuasion. These revelations highlight the necessity for financial entities to improve digital banking services and create sustainability-focused financial offerings. Furthermore, the research enhances the current body of literature by broadening the use of ST in relation to GBA and offering empirical insights from the viewpoint of a developing economy.