Customer Practices in SBI’s Green Initiatives: Societal Impacts in Central and Northern Regions of Kerala

Abstract

The banking industry is increasingly recognizing the imperative for sustainable
and environmentally responsible practices, fostering the rise of “green banking”
(GB) as a key component of financial operations. The State Bank of India (SBI)
has demonstrated a proactive approach in implementing GB principles,
underscoring its commitment to corporate social responsibility and sustainable
development. This study investigates the factors that influence customer
adoption of green banking services (GBS) and explores the relationship between
customer awareness and the adoption of these services within SBI’s customer
base. By leveraging a robust data set, this research identifies key determinants
that impact customer engagement with GBS, providing insights into behavioral
patterns and awareness levels that affect the utilization of green banking products.
The findings offer strategic implications for SBI, guiding the design of targeted
marketing and educational initiatives to enhance awareness and adoption in the
central and northern districts of Kerala. These insights not only support SBI in
refining its outreach and engagement strategies but also contribute to the broader
discourse on sustainable banking practices in emerging economies.