2023, Vol. 6, Issue 2

author(s)
Rupali More, Priyanka Sharma and Agnes Joseph

abstract
Green banking has taken a key place in the world of sustainable finance. Basing this research on the opinions of workers, the dominance of larger banks, and public awareness, this work looks at the changes and results of green strategies in Indian banking. This study used both primary surveys and secondary data to find results. Results from the chi-square test show that the age a client is has a strong connection with their understanding of green banking, and younger individuals have a much higher level of participation. The concentration of the market in SBI is clear through analysis, which points out that SBI is leading the movement to green banking. While we need to improve how consumers are informed, our employee study has shown that using digital banking channels and going paperless is highly appreciated. The findings from SEM indicate that when a bank is green, it improves its environmental reputation and earns customers’ trust. Loyalty over the long run cannot only come from trust, so the company needs to have other strategies in place. The report proposes a full strategy to make banking environmentally friendly by educating people, using new technology, and involving regulators. To further promote green banking in India, studies in the future should explore how things such as perceived value and quality of service affect a person’s decision.