Volume : 11, Issue : 7, JUL 2025

EVALUATING CUSTOMER AWARENESS OF GREEN BANKING INITIATIVES IN PUBLIC VS. PRIVATE SECTOR BANKS : A CASE STUDY FROM RAJASTHAN

VEENUS MAHIPAL, DR. ANIL TIWARI

Abstract

In recent years, the concept of green banking has emerged as a vital strategy to promote sustainable development and reduce the environmental footprint of the financial sector. This study aims to evaluate the level of customer awareness and understanding of green banking initiatives in public and private sector banks, with special reference to the state of Rajasthan, India. The research investigates whether significant differences exist between customers of public and private sector banks in terms of their awareness, perception, and usage of environmentally sustainable banking practices such as online banking, paperless transactions, green loans, and eco-friendly financial products.

Using a structured questionnaire, primary data was collected from 400 respondents across various districts of Rajasthan, encompassing both urban and semi-urban regions. The study employed descriptive statistics, chi-square tests, and comparative analysis techniques to assess variations in awareness levels between the two banking sectors. Findings reveal that while overall awareness of green banking remains moderate, private sector bank customers exhibit relatively higher familiarity and participation in green banking services due to better digital outreach and marketing strategies. In contrast, public sector banks demonstrate lower engagement, often hindered by limited promotional efforts and customer education.

The study emphasizes the need for collaborative efforts by banks, policymakers, and regulatory bodies to enhance public awareness and adoption of green banking services. It also highlights the role of digital literacy, demographic factors, and institutional campaigns in bridging the awareness gap. The paper concludes with recommendations to integrate green banking initiatives more effectively into the mainstream banking experience, ensuring environmental sustainability and inclusive financial development in Rajasthan.

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