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ISSN 2063-5346
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Examining Customers' Perceptions on Green Marketing Efforts Made by Certain Indian Private Banks

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Ajay Kumar Ganguly, Dr.Subhajit Bhattacharya
» doi: 10.31838/ecb/2023.12.s1.008

Abstract

Green marketing began with customers increased environmental awareness. Businesses, especially the financial sector, are feeling the need to incorporate "Green Innovations" due to growing public awareness of environmental concerns. The banking industry affects both the quality and amount of economic growth. As a result, the financial sector has a critical function in promoting responsible and ethical investment strategies. Green banking includes mobile banking, mobile wallets, online banking, loans for eco-friendly home improvements, eco-friendly credit cards, and eliminating paper waste! This study investigates Kolkata semi-urban customers' views on selected Indian banks' green marketing practises. Just 123 consumers of semi-urban sector of Kolkata Bandhan Bank and Axis Bank branches will be surveyed for this research. Green banking services are supplied by a few chosen banks in the semi-urban sector of Kolkata, and this research aims to learn which characteristics, such as connectivity and ease of access, impact customers' decisions to use these services. The research uses a difference in means t-test and a chi-square dependency test to examine consumer knowledge of green banking products, customer associations or involvement and customer access to green banking. Customers think eco-friendly banking operations are faster, more mobile, have better technical assistance, and have more user-friendly workflows as compared to conventional banking processes. Age and Education is profoundly influenced by factors of connection such as the adoption of green banking products, the dissemination of green banking efforts, and the reputation and pride factor.

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