| Dr. Mahender Singh Meena Deaprtment of ABST Government College, Gangapur City University of Kota (Rajasthan) India. | Sameeksha Agrawal Department of ABST, (Research Scholar) University of Kota, Rajasthan, India |
Abstract
Green banking has become a key element of sustainable finance in recent years, given the rise in importance of environmental sustainability and responsible economic development. Financial institutions are going digital, going paperless, financing renewable energy and financing sustainable practices in India with increased adoption of financial banking practices to fulfil the national sustainable development goal. But lack of awareness and adoption is a big concern when it comes to the effectiveness of these initiatives. The present research paper critically analyses customer awareness and acceptance of green banking products/services in India and their impact on sustainable finance and towards Viksit Bharat 2047. The overall research design for this study was a qualitative, desk study design and secondary data from peer literature, sustainable reports, policy documents and studies from the banking sector from 2019 to 2025 were used. Thematic analysis is used to extract the salient themes concerning customers’ awareness, behavioural patterns while adopting bank products, level of customer satisfaction with digital banking, transformation of banking, integration of fintech, and sustainability measures achieved. The results show that there has been a significant rise in the use of digital banking services, but there is not a high awareness about the importance of green banking for many customers. Convenience, accessibility, perceived usefulness, trust, security, digital banking and fintech innovations are crucial enablers of sustainable banking and are key drivers of customer adoption. The study also highlights regulatory uncertainty, institutional barriers, cybersecurity issues and lack of awareness as major obstacles in the way of implementing green banking. But according to the research, greenhouse gas mitigation efforts must focus on strengthening customer awareness, increasing
digital access, incentivising financial inclusion through fintech and establishing supportive regulations to drive the adoption of green banking. The study fills the gap in the existing literature with an emphasis on customer behaviour, sustainability and digital transformation aspects in the context of the Indian financial system transitioning towards a sustainable and inclusive one to meet the goals of Viksit Bharat 2047.