EVALUATING BANKERS’ PERCEPTIONS OF GREEN BANKING INITIATIVES: AN EMPIRICAL STUDY IN AHMEDABAD

Abstract

Green banking is increasingly recognized as an effective approach to bring environmental sustainability into the banking and financial sector. Banks, as key drivers of economic activity, are in a strong position to support sustainable development by encouraging practices such as digital transactions, reducing paper usage, and offering environmentally friendly financial products. This study focuses on understanding how bank employees in Ahmedabad perceive green banking initiatives, along with their level of awareness, attitudes, and the challenges they experience in implementing such practices. The research is based on primary data collected from 230 bank employees through a well-structured questionnaire. The results show that most employees have a fair to high understanding of green banking concepts. It was found that employees’ perceptions and the challenges they face play an important role in shaping their attitudes toward green banking. A strong positive link was observed between awareness and perception, but awareness on its own does not significantly influence attitude. Among demographic factors, work experience appears to positively affect awareness levels, while other factors show limited impact. The findings suggest that practical exposure and positive perceptions are key factors in encouraging employees to support green banking initiatives. The study highlights the importance of providing better training, promoting digital banking solutions, and addressing operational challenges to improve adoption. Overall, this research contributes valuable insights into sustainable banking practices and offers useful guidance for banks and policymakers aiming to strengthen environmentally responsible banking systems.