Customer Practices in SBI’s Green Initiatives: Societal Impacts in Central and Northern Regions of Kerala

The banking industry is increasingly recognizing the imperative for sustainable and environmentally responsible practices, fostering the rise of “green banking” (GB) as a key component of financial operations. The State Bank of India (SBI) has demonstrated a proactive approach in implementing GB principles, underscoring its commitment to corporate social responsibility and sustainable development. This study investigates the factors that influence customer adoption of green banking services (GBS) and explores the relationship between customer awareness and the adoption of these services within SBI’s customer base. By leveraging a robust data set, this research identifies key determinants that impact customer engagement with GBS, providing insights into behavioral patterns and awareness levels that affect the utilization of green banking products. The findings offer strategic implications for SBI, guiding the design of targeted marketing and educational initiatives to enhance awareness and adoption in the central and northern districts of Kerala. These insights not only support SBI in refining its outreach and engagement strategies but also contribute to the broader discourse on sustainable banking practices in emerging economies.