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@article{191940,
        author = {Ms. Riddhi Bharatkumar Joshi and Prof. Dr. Preeti Mishra},
        title = {Customer Perception and Adoption of Green Banking Services in India: An Empirical Study},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {8658-8669},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=191940},
        abstract = {This paper addresses the escalating global imperative for sustainable practices across all economic sectors, particularly within the financial industry in India. Given India's significant environmental vulnerability, ranking as the 5th most susceptible nation to climate change with an annual GDP risk of 2.5% to 4.5%, the adoption of sustainable financial practices is not merely beneficial but essential for national resilience and economic stability.1 Despite the recognized urgency and the role of financial institutions in achieving Sustainable Development Goals, there remains a notable absence of extensive empirical research specifically on customer perception and adoption of green banking services in the Indian context.2 This study aims to fill this critical gap by assessing customer awareness, usage patterns, and perceptions of green banking initiatives, and by identifying the various factors that influence their adoption. Employing a quantitative survey approach, data was collected from approximately 60 respondents across key cities in India, utilizing descriptive and inferential statistical methods for analysis. The findings reveal prevalent green banking products in use, dominant sources of customer awareness, and a nuanced understanding of customer perceptions regarding the benefits and challenges associated with green banking. The study offers valuable theoretical contributions by empirically validating and extending technology adoption models in an emerging market setting, alongside providing practical implications for Indian banks and policymakers seeking to foster a more robust and environmentally conscious financial ecosystem},
        keywords = {Green Banking, Customer Perception, Green Banking Adoption, India, Sustainable Finance, Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB).},
        month = {January},
        }