Article
Awareness and Adoption of Green Banking Services among Consumers: Evidence from Selected Commercial Banks in Tiruchirappalli District
Green banking has emerged as a sustainable approach adopted by financial institutions to minimize environmental degradation while promoting digital and paperless banking services. Commercial banks have introduced various green banking initiatives, including internet banking, mobile banking, e-statements, digital payments, green loans, energy-efficient branches, and environmentally responsible banking operations. Despite these initiatives, the level of consumer awareness and adoption varies due to differences in digital literacy, environmental consciousness, trust, accessibility, and perceived usefulness. This study examines the awareness and adoption of green banking services among consumers in selected commercial banks in Tiruchirappalli District. The study aims to assess consumers' knowledge of green banking initiatives, identify the factors influencing their adoption, and evaluate the relationship between awareness and usage behaviour. A structured questionnaire was administered to customers of selected commercial banks, and quantitative analysis was employed to interpret the collected data. The findings are expected to provide valuable insights into customer perceptions, adoption patterns, and barriers to the effective utilization of green banking services. The study contributes to the growing body of literature on sustainable banking by offering practical recommendations for banks to enhance customer awareness, improve digital service delivery, and encourage environmentally responsible financial behaviour. Ultimately, the research supports the advancement of sustainable banking practices and India's transition toward a greener financial ecosystem.