A STUDY ON GREEN BANKING PRACTICES IN ODISHA: A CUSTOMER-CENTRIC INVESTIGATION

The growing environmental concerns have urged the banking sector to integrate sustainable practices into their operations, giving rise to the concept of green banking. This study focuses on investigating the adoption, awareness, and effectiveness of green banking practices among customers in Odisha, India. It aims to understand customer perceptions, satisfaction levels, and behavioural responses toward eco-friendly banking initiatives such as paperless transactions, digital banking, green loans, and environmental risk management. Employing a mixed-methods approach, the study gathers data through surveys and interviews with a diverse customer base across urban and rural regions of Odisha. Findings reveal that while awareness of green banking is steadily increasing, significant gaps persist in customer engagement and satisfaction, particularly in rural areas where digital literacy remains low. The study highlights key factors influencing customer adoption, including convenience, trust, environmental consciousness, and accessibility of green services.