📄 Abstract
This study examines the drivers of sustainable e-banking adoption among 324 retail bank customers in Bangalore, focusing on perceived ease of use, environmental awareness, and social influence. Using a quantitative design, data were collected via a structured 24-item questionnaire and analysed in Python through Cronbach's Alpha, Pearson Correlation, Multiple Linear Regression, and One-Way ANOVA. All three hypotheses were supported at p < 0.001, with ease of use (r = 0.728), environmental awareness (r = 0.652), and social influence (r = 0.662) showing strong positive correlations with adoption intention. Regression analysis explained 76.1% of variance (R² = 0.761, F = 168.6, p < 0.001), with eco-friendly behaviour emerging as the strongest predictor (β = 0.483). ANOVA revealed significant demographic differences, with gender most strongly affecting environmental awareness. Findings reveal a digital sustainability divide favouring higher-income, educated customers, offering banks and policymakers practical insights for promoting inclusive, sustainable digital banking adoption in urban India.
🏷️ Keywords
📚 How to Cite:
Pranam Shetty M, Sowmya D S , GREEN BANKING ADOPTION AND ENVIRONMENTAL CONSCIOUSNESS AMONG BANK CUSTOMERS , Volume 12 , Issue 7, July 2026, EPRA International Journal of Multidisciplinary Research (IJMR) , Pages: 904 - 910 , DOI: https://doi.org/10.36713/epra28765