Customer awareness on Green banking practices

ABSTRACT Green banking is an emerging concept in Pakistan’s economy. The purpose of this paper is to identify the progress of green banking practices in the banking sector. It tries to examine the individual’s perception and response to the green practices as adopted by the banks. This research is exploratory in nature and attempts to find the association between green banking awareness and customers. Structural Equation Model (SEM) is used as a measurement model and 400 responses were obtained using convenience sampling technique. The result of the study shows that customers are receptive of the change brought on by the banks’ green initiative and are willing to adopt them. Education appears to have a significant positive impact on green banking awareness in the selected sample. The model determines that the green banking awareness is dependent on age, gender, occupation of the individual and is influenced by traits of sustainable banking practices.