Customer Awareness and Adoption of Green Banking in Rural Maharashtra: A Descriptive Study with a Consumer Adoption Perspective

Abstract

Green banking is increasingly discussed as a practical way to reduce paper use, cut unnecessary travel to branches, and redirect finance toward environment-friendly activities. In rural areas, however, adoption depends on awareness, trust, ease of use, and whether people feel self-assured using digital channels. This paper examines customer awareness & adoption of green banking in rural Maharashtra through a structured survey-style reporting format. The study focuses on three themes: (i) the level of awareness of green banking practices (paperless statements, digital receipts, and sustainability-linked products), (ii) the extent of adoption and the most common green banking features used, and (iii) the drivers of adoption such as perceived usefulness, trust, environmental concern, and local support. The results suggest that adoption is strongest for paperless services and UPI-enabled payments, while more specialised green products remain less familiar. The analysis also shows that higher awareness is linked with greater adoption. The paper closes with practical recommendations for banks and policymakers to expand adoption while protecting rural customers from misinformation and digital fraud.