Authors: Fakruddin, Dr. B. Shekhar
Abstract: Green banking is an innovative approach that integrates sustainability into the banking sector, aiming to mitigate environmental challenges and promote eco-conscious financial practices. This study explores the adoption and impact of green banking initiatives in India using primary data collected from 100 bank customers and 25 bank employees. The research adopts a mixed-method approach, utilizing surveys, interviews, and observations to evaluate customer awareness, usage patterns, and challenges in implementing green banking. Findings reveal that 70% of customers are aware of basic green banking services like paperless banking and e-statements, but only 45% actively use these options, indicating a need for enhanced awareness campaigns and incentives. Renewable energy loans and green credit policies are gaining momentum, yet adoption remains low due to limited knowledge and accessibility. The study identifies significant barriers, including financial constraints, technological limitations, and customer reluctance, particularly in rural areas. Statistical and content analyses highlight the role of digital platforms, customer education, and government incentives in promoting sustainable banking practices. Recommendations emphasize the importance of collaborative efforts among banks, customers, and policymakers to expand green initiatives and align financial operations with sustainability goals. This research underscores the transformative potential of green banking in driving environmental conservation and economic development in India.
