ASSESSING THE IMPACT OF CUSTOMER AWARENESS ON GREEN BANKING PRACTICES IN PUBLIC AND PRIVATE SECTOR BANKS IN KARNATAKA

Abstract

Green banking which integrates the environmental sustainability into financial services has gained prominence as a means for banks to contribute to sustainable development. The research employs a quantitative survey to assess how customer awareness influences the implementation of green banking initiatives. A sample of 400 customers and 40 bank managers from both public and private sector banks was selected to provide a comprehensive analysis. The findings indicate that customer awareness is a significant driver of green banking adoption across both sectors. Private sector banks characterized by higher technological innovation and customer-centric approaches and demonstrates a stronger correlation between customer awareness and the adoption of green practices associated to public sector banks. However, public sector banks with their broader reach the potentiality to lead the green banking movement, particularly in rural areas, despite facing challenges related to legacy systems and resource limitations. The study concludes that enhancing customer awareness and engagement is a crucial for advancing green banking practices. Banks that prioritize sustainability and effectively communicate the benefits of green banking to their customers are likely to gain a competitive advantage. The present study focuses on Assessing the Impact of Customer Awareness on Green Banking Practices in Public and Private Sector Banks in Karnataka to offers valuable insights for policymakers, banks, and stakeholders aiming to promote environmental sustainability within the financial sector.