Green Literacy, Green Loyalty and Satisfaction among Banking Customers in Kerala: Insight from Kerala Gramin Bank and State Bank of India
Year: 2025
Type: article
Study design: Observational Study
Abstract: The banking industry has embraced green banking to reduce environmental impact amidst a growing emphasis on sustainability. Kerala has consistently ranked first in India in the Sustainable Development Goals (SDG) index. Against this backdrop, a combined as well as comparative study was initiated in the Kerala context to examine how customers’ green literacy influences their loyalty towards one largest commercial banks, the State Bank of India and one Regional Rural bank, Kerala Gramin Bank. 200 customers from both banks in Kozhikode District participated through Simple Random Sampling, providing data via surveys and interviews. Ethical standards were followed with informed consent, confidentiality, and voluntary participation. Data analysis included descriptive statistics, One-Way ANOVA, T-test, and Pearson correlation. Results show high green literacy in Kerala, impacting loyalty. The study underscores the existence of significant differences in satisfaction rates with the green banking practices of both banks. State Bank of India scored a higher rate of satisfaction in ease of using green services, green banking information clarity, and the availability of ample green products, while Kerala Gramin Bank excelled in staff assistance in green banking services. Study suggests for imparting more green literacy among bank customers for fostering green loyalty in banking.
Authors: N. Jiji, Sreelakshmi Kacheri Parambath, Aswin Prakash, M. V. Praveen
Institutions: University of Calicut, Government of Kerala
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4407789964