Abstract
Purpose: This study aims to assess and compare the level of customer awareness regarding green banking initiatives in both public sector and private sector banks within the Madurai district. The research aims to analyze the effectiveness of environmentally sustainable practices adopted by these banks and their impact on customer awareness. This research is crucial for fostering a deeper understanding of the role of customer awareness in promoting environmentally responsible banking in both the public and private banking sectors. Theoretical Framework: This study draws upon the concepts of environmental sustainability, corporate social responsibility, and consumer behavior. It integrates theories related to green banking initiatives, emphasizing the role of customer awareness in influencing sustainable banking practices. The study aligns with models that explore the factors influencing consumer awareness and adoption of environmentally friendly initiatives. Design/Methodology: This study will employ a mixed-methods approach. Quantitative data will be gathered through surveys to measure customer awareness levels, while qualitative data will be collected through interviews and content analysis of bank communications. The combination of these methods will provide a comprehensive understanding of green banking initiatives and customer awareness in the Madurai district. Findings: The study revealed varying levels of customer awareness regarding green banking initiatives in Madurai district. While some customers exhibited a high awareness and positive response, others demonstrated a limited understanding. Public sector banks generally showed more success in communicating and implementing green initiatives compared to their private sector counterparts. Originality: This study contributes to the literature by providing a nuanced analysis of green banking initiatives in both public and private sector banks within the Madurai district. The focus on customer awareness levels in a specific geographic context adds originality, offering valuable insights for banks and policymakers aiming to enhance sustainability practices in the banking sector.
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