GREEN BANKING: AN ANALYSIS OF THE RETAIL BANKING CUSTOMER PERCEPTIONS

Abstract

The growing prominence of the need for businesses to consider various stakeholders interests including the environmental aspects has correspondingly led to an interest in green banking. Green Banking is viewed as important for multiple factors including for the achievement of various targets such as the Sustainable Development Goals (SDGs). The views of various stakeholders of banks including the banking customers towards green banking are important for consideration and hence this study uses a descriptive research methodology that focuses on the aspect of green banking and retail banking customers in the urban cities of India. The various responses of the retail banking customers were collected through the use of a semi-structured questionnaire and were subsequently collated and analysed. It was found that the awareness towards green banking was less, but there was a favourable view towards the concept. However, there is an unclarity in their understanding of the resulting influence of green banking practices on the bank itself and less amenability to an increase in costs due to green banking practices. Subsequently, the various identified impediments were analysed with suggested measures to address them and the potential results.