Author(s): Riya Gupta and Tina Shivnani
In this competitive world, making the country pollution-free is one of the top priorities of the banks. Presently, Indian banks are trying to adopt green bank marketing to make their banks sustainable. "Green banking" is defined as a nature-friendly bank. The aim of this study is to find out the level of awareness among customers about “green banking practices” and to identify the various factors impacting customers' adoption of “green banking practices”. A random sample of members having bank accounts in different public and private sector banks in Rajasthan is chosen. In order to collect data, a questionnaire tool and an in-depth discussion method are used. With the use of SPSS 26, Amos SPSS for model fit and an Independent T-test for comparing public and private sector banks, were carried out. Several things were learned from the study. The most important thing that was learned from the survey is that customers are aware of environmental issues, but they have trouble using green products because of barriers. This makes it harder for banks to contribute to sustainable development. From the point of view of the people in the study sample, there are strong links between the variables used in this paper and how green bank marketing affects sustainable development.