Abstract
The aim of this paper is to measure the impact of selected variables of sustainable banking in India on business opportunities. This has been done by developing and validating the model with the help of SmartPLS software. The data is collected from a select sample of employees of Indian banks. Structural equation modelling is done by using the partial least square technique. The research finds that among the variables of sustainable banking, 'growing environmental concerns' precedes all other variables in priority. Also, the integration of sustainability procedures in banks' service channels significantly impacts business opportunities. Overall, the findings indicate that the adoption of sustainability principles in banking operations may lead to the moderate increase in creation of business opportunities. The study has important implications for industry as well as society. When the banking industry conducts its operations in a sustainable way, the impact on the overall environment is reduced. The industry benefits as such steps contribute to the creation of business opportunities. The paper presents a unique study in the sense that no other paper was found in the literature measuring the impact of sustainable banking variables on the creation of business opportunities.
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