Determinants of Green Banking Adoption and Their Influence on Customer Satisfaction: Empirical Evidence from Urban Retail Banking

Abstract

Green banking has become an essential strategy for promoting environmental sustainability while enhancing operational efficiency and customer experience in the modern financial sector. This study investigates the key determinants influencing green banking adoption and examines their impact on customer satisfaction in urban retail banking. Major determinants analyzed include environmental awareness, perceived trust, convenience, service quality, and digital banking infrastructure. A quantitative research approach was employed using primary data collected from 210 urban retail banking customers through structured questionnaires. Statistical and comparative analyses were conducted to evaluate the relationship between adoption determinants and customer satisfaction levels. The findings indicate that convenience, trust, and digital infrastructure significantly influence customers’ willingness to adopt green banking services, which in turn positively affects overall satisfaction. Furthermore, this study introduces a novel intelligent personalization-based adoption enhancement framework that improves customer engagement and optimizes service delivery. The proposed framework demonstrates improved adoption effectiveness (89%) and customer satisfaction levels (91%) compared to conventional banking approaches. The results highlight the importance of integrating customer-centric digital strategies with sustainable banking practices. This study contributes to both academic literature and practical banking applications by providing insights into adoption behavior and offering a scalable framework to enhance green banking adoption and customer satisfaction in urban retail banking environments.