CUSTOMER AWARENESS AND PERCEPTION TOWARDS GREEN BANKING PRACTICES IN SELECTED COMMERCIAL BANKS OF TIRUCHIRAPPALLI DISTRICT

Green banking has emerged as an important approach for promoting environmental sustainability through eco-friendly financial practices and responsible banking operations. The present study examines customer awareness and perception towards green banking practices in selected commercial banks of Tiruchirappalli District. The main objective is to evaluate the level of awareness among customers regarding green initiatives such as paperless transactions, online banking, mobile banking, e-statements, and green loans, as well as to analyse their perceptions towards the environmental and economic benefits of such practices. The study adopts a quantitative research design using primary data collected through a structured questionnaire from bank customers. Descriptive statistics and analytical tools are applied to assess awareness levels, customer attitudes, and factors influencing adoption. The findings are expected to reveal that while customers show a positive attitude towards eco-friendly banking services, gaps still exist in awareness and active usage due to limited knowledge, technological barriers, and security concerns. The study highlights the need for banks to strengthen customer education, digital literacy, and promotional strategies to enhance participation in green banking initiatives. The research contributes to understanding consumer behaviour in sustainable banking and offers practical recommendations for improving green banking adoption in regional commercial banks.