Author(s): Naveenan RV, Madeswaran A and Arun Kumar R
Banking Sector is a significant stakeholder in an economy, and they play a substantial role in creating a sustainable ecosystem. An appropriate framework of economic instruments and cost-effective regulation can help us in achieving sustainable development. Stringent environmental policies, customer boycotts or lawsuits can threaten firm’s very survival. So it is always better for firms to operate with a framework that ensures sustainable development. This research highlights the importance and prominence of green banking, contributing to India’s sustainable banking and development. No research has focused on knowing the perception of customers about green technology in Indian banks. The research focuses on understanding the customer’s views about green banking services, their satisfaction level, effectiveness and benefits of green banking. Cross-tab, chi-square, Annova and Kruskal Wallis Test are the primary test employed to derive the expected outcome. The outcome of the study is intended to help the policy makers in understanding the level of success of green banking services, they will also get to know the areas of improvement, and this paper creates a great scope for understanding the customer. The research will help the government develop better policies that will help the banking industry in successful implementation of these technology based services.