• NAGARAJA U

The year 1992 marked the beginning of India's journey towards globalisation, liberalisation, and privatisation. This journey has resulted in the country opening its doors to global markets and increasing its efforts to transform into a welfare state. This period of economic expansion has not only resulted in the introduction of new competitors and increased business scales, but it has also resulted in an increase in the level of competition among marketers. Despite the fact that this rivalry has resulted in favourable outcomes, it has also given rise to worries over the impact it has had on the environment. In light of this, businesses have become increasingly aware of the necessity of fulfilling their responsibilities towards society, which includes making contributions to the maintenance of ecological balance. Corporate Social Responsibility (CSR) has been brought to the forefront as a result of this, highlighting the fact that corporations must operate not only for the purpose of achieving immediate profits but also for the benefit of future generations. To survive and thrive over the long term, organisations must be able to operate in a manner that is environmentally responsible within their own contexts. As a result, the preservation and protection of the environment have evolved into highly important requirements for prosperous businesses all over the world. It is essential for all sectors of the economy to work together in order to achieve sustainable development in order for the economy to be considered prosperous. In response to this worldwide trend, companies operating in a wide variety of sectors have been embracing green practices and implementing innovative strategies in order to reduce their impact on the environment. This shift in paradigm has not been without its impact on the financial sector, which includes not only banks and stockbrokers but also Non-Banking Financial Companies (NBFCs), insurance companies, and other organisations. In response to this, it has developed and put into action a number of environmentally conscious programmes with the intention of incorporating environmental concerns into its business operations. The green measures that commercial banks have undertaken are the primary topic of this study, which also investigates how customers in India feel about these programmes. Green banking is a form of corporate social responsibility (CSR) that has arisen within the banking industry with the intention of contributing to sustainable development. The purpose of this article is to investigate the many green banking efforts that have been adopted by commercial banks and to analyse the various attitudes that customers have towards these initiatives. Through the utilisation of graphical representations, the study provides insights into the responses of customers and recommends decisive strategies to improve environmental protection through banking operations.

utilisation, CSR, green products, Green initiative, NBFCs

"GREEN BANKING INITIATIVES: ENHANCING CUSTOMER PERCEPTIONS IN KOTESHWARA, KARNATAKA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.583-594, January-2019, Available :http://www.jetir.org/papers/JETIR1901I79.pdf

"GREEN BANKING INITIATIVES: ENHANCING CUSTOMER PERCEPTIONS IN KOTESHWARA, KARNATAKA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp583-594, January-2019, Available at : http://www.jetir.org/papers/JETIR1901I79.pdf