CUSTOMER AWARENESS AND PERCEPTION TOWARDS GREEN BANKING INITIATIVES: PERSPECTIVE OF PUBLIC SECTOR BANK IN TAMIL NADU

Abstract

Green banking refers helps to reduction of internal carbon footprint external carbon emission. The objective of present study is to analyze the awareness, usage level of green banking service initiatives and also study the factors influencing consumers not opt the green banking services. Both the primary and secondary data were collected for carry out the study. The primary data was collected from 95 sample respondents through well structured and pre tested interview schedule. The secondary data were collected from various published sources viz., magazine, reports, review papers etc., collected primary data were analyzed using simple percentage analysis and weighted average mean score. The general characteristics of the sample respondents from the conventional analysis revealed that, the major share of the sample respondents were fall under the age category 21 to 46 years. Majority of the sample respondents were female (56%), mostly graduated (74%) and employed in Private (36.80%).More than half of the respondents were having 1 to 3.5 years of experience. Majority of the consumers were aware about the Mobile App (67.4%) green initiatives followed by Mobile Banking (66.3%), Online banking (65.3%), Banking through ATMs and YONO green (57.9%). The Online banking was being used maximum (70.5%) in public sector bank customers followed by Banking through ATMs (67.4%) and Mobile banking (66.3%) green banking services.