Perception and Willingness of Customers to Adapt Green Banking in Kerala

  • KH Akhila Research Scholar, Department of Commerce Alagappa University, Karaikudi, Tamil Nādu, India.
  • G Nedumaran Professor, Department of Commerce Alagappa University, Karaikudi, Tamil Nādu, India.
Keywords: Green Banking, Perception, Green Products, Conceptual Model, Willingness, Sustainability


One of the pressing concerns facing the globe today is environmental conservation. It puts pressure on all sectors of the economy, including financial services, to implement “green” projects that offer environmentally friendly services. Banking and financial institutions can take proactive measures, such as minimising their extensive use of paper and establishing the notion of “green banking” at their multi-branch institutions. This study examines how consumers regarding these practises. This study focuses on the expanding environmental issues surrounding green banking initiatives, the environment’s perspective on green banking, and the types of banking activities started to safeguard the environment.In 2002, the banking industry adopted the ground-breaking idea of “green banking.” A new idea in our economy is green banking. This essay’s goal is to chart the development of green banking practises in the banking industry. It aims to investigate how individuals perceive and react to the green practises used by banks. This involves promoting banking services that are ecologically sustainable. The cause-and-effect relationship between customers’ perceptions of using green banking is included in the research work. We therefore make use of explanatory research. The questionnaire was created by the researcher and completed by a sample size of 75 people. This study uses chi square analysis and Graphical diagram to examine variations across the various groups, with a focus on the elements, products, conceptual framework, and perception of green banking as well as the willingness of customers to adopt it.

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