A STUDY ON THE IMPACT OF GREEN BANKING PRACTICES ON CUSTOMER SATISFACTION AMONG INDIAN COMMERCIAL BANKS

Abstract

The banking sector plays a crucial role in fostering a sustainable ecosystem and driving economic development. Achieving sustainable development requires the implementation of an efficient regulatory framework and the use of appropriate economic instruments. Legal action, stringent environmental regulations, or consumer boycotts can all jeopardise a company's existence. It is crucial for companies to consistently operate within a framework that ensures sustainable development. This study highlights the importance and prominence of green banking, thus contributing to the sustainable banking and development of India. There has been a noticeable gap in the study of customers' perceptions regarding green technology in Indian banks.

This article offers a detailed analysis of a thorough study that explores the important effects of green banking practices on consumer satisfaction in the commercial banking sector of India. In recent years, there has been a global shift towards environmentally conscious and sustainable business practices, which has also impacted the banking industry. The study utilises a comprehensive methodology that combines qualitative and quantitative analyses to assess the effect of green banking initiatives on customer satisfaction in the Indian banking sector. Through the use of surveys, interviews, and data analysis, this study aims to uncover the key factors that influence the successes or challenges faced by financial institutions when adopting environmentally sustainable practices. In addition, it aims to understand how these factors impact the overall satisfaction of their customers. The findings of this study are anticipated to greatly enhance our understanding of how customer-centric strategies and environmental responsibility intersect in the banking industry, particularly in the unique socioeconomic context of India. By thoroughly examining the effects of environmentally conscious banking practices on customer satisfaction and exploring ways to create a sustainable and customer-centric banking environment in India, this study seeks to offer valuable insights to professionals and scholars.

Keywords: Customer satisfaction, Environmental performance, Sustainable growth