Green Banking Awareness and Its Influence on Customer Decision-Making in Jaipur's Banking Sector
DOI:
https://doi.org/10.53573/rhimrj.2026.v13n01.003Keywords:
Customer Decision-Making, Digital Banking, Eco-friendly Finance, Green Banking, SustainabilityAbstract
Green banking is a main tool used to support environmentally friendly actions within the financial business. The research examines how the knowledge of green banking influences customer actions in the city’s banking sector. Using a combination of questionnaires and interviews with customers, data were gathered from 100 bank users who work in both public and private organizations. The outcome shows that customers who are informed about green banking tend to prefer eco-friendly banking services. Also, becoming more environmentally aware, using online banking and going paperless were important factors driving what customers choose. In brief, the study finds that more people accessing green banking services are more likely to make greener banking choices.
References
Jain, A., Behera, B., & Kochhar, K. (2025) Demonstrating the role of perceived benefit in green banking adoption: a multi-group analysis. South Asian Journal of Business Studies. https://www.emerald.com/insight/content/doi/10.1108/SAJBS-09-2024-0360/full/html
Sahu, A., Lamba, P. S., & Jain, N. (2025) Role of Commercial Banks in Greening Indian Financial System. SEE-IBEME Conference Proceedings. https://www.atlantis-press.com/proceedings/see-ibeme-24/126010644
Jain, P. K. (2025) Towards Sustainable Tourism, Smart Destination Management, and E-Banking Integration in Indian Cities. Advancing Smart Tourism Through Analytics. https://www.igi-global.com/chapter/towards-sustainable-tourism-smart-destination-management-and-e-banking-integration-in-indian-cities/362499
Sharma, H., & Jain, S. (2024) Navigating the Green Finance Landscape: Trends, Challenges, and Future Directions in the Banking Sector. Multidisciplinary Approaches for Sustainable Development.
https://www.taylorfrancis.com/chapters/edit/10.1201/9781003543633-55
Sharma, S., & Kishor, J. (2024) Exploring the Impact of Sustainable Banking Practices on Sustainable Performance of Banks in India. Multidisciplinary Approaches for Sustainable Development.
https://www.taylorfrancis.com/chapters/edit/10.1201/9781003543633-44
Sreenu, N. (2024) The influence of fintech and financial knowledge on sustainable business success: exploring the mediating effect of financial accessibility in Indian cities. Benchmarking: An International Journal. https://www.emerald.com/insight/content/doi/10.1108/BIJ-12-2023-0875/full/html
Meena, R., Mishra, A. K., & Raut, R. K. (2024) Strategic insights: mapping the terrain of artificial intelligence (AI) in banking through mixed method approach. VINE Journal of Information and Knowledge Management Systems. https://www.emerald.com/insight/content/doi/10.1108/VJIKMS-01-2024-0028/full/html
Bhargava, M., Sharma, A., & Mohanty, B. (2022) Moderating role of personality in relationship to financial attitude, behaviour, knowledge, and capability. International Journal of Multidisciplinary Studies. https://www.academia.edu/download/95814733/17.06_35.pdf
Mortaz Hejri, F., & Valmohammadi, C. (2022) Factors affecting the readiness of green business process management in the Iranian banking industry. Journal of Applied Research on Industrial Engineering. https://www.journal-aprie.com/article_138491.html
Das, G., & Pachoni, P. (2022) Green marketing practices and financial inclusion impacts in consumer behavior. PDUAMT Business Review. https://www.researchgate.net/publication/378309854
