“BRIDGING THE GAP: CUSTOMER AWARENESS OF GREEN BANKING PRODUCTS AND SERVICES”

Abstract

In today's era of increasing environmental consciousness, the financial sector has been compelled to integrate sustainability into its services, giving rise to the concept of green banking. Green banking encompasses a range of environmentally friendly financial products and services designed to support sustainable initiatives and combat climate change. Despite the growing prominence of green banking, there exists a significant gap in customer awareness and understanding of these offerings.

This study aims to explore the factors contributing to the lack of awareness among customers regarding green banking products and services. Through a comprehensive literature review and empirical research, this paper investigates the key barriers hindering the dissemination of information about green banking initiatives. Furthermore, it delves into the potential strategies and mechanisms that banks can employ to bridge this awareness gap effectively.