HOW GREEN BANKING PRACTICES INFLUENCE CUSTOMER SATISFACTION: A FRAMEWORK FOR SUSTAINABLE BANKING

Nadia Hanif; Abida Hafeez; Sarah Azhar; Sana Iftikhar

doi:10.59075/jsrd.v7i9.668

Authors

Nadia Hanif Assistant Professor, UE Business School, Division of Management and Administrative Science, University of Education, Lahore, Pakistan https://orcid.org/0000-0002-3451-4363
Abida Hafeez Assistant Professor, Department of Economics, Division of Management and Administrative Science, University of Education, Lahore, Pakistan https://orcid.org/0000-0003-0518-207X
Sarah Azhar Assistant Professor UE Business School, Division of Management and Administrative Science, University of Education, Lahore, Pakistan.
Sana Iftikhar Assistant Professor Department of Economics, Division of Management and Administrative Sciences, University of Education, Lahore.

DOI:

https://doi.org/10.59075/jsrd.v7i9.668

Keywords:

Green Banking, Green Services, Green Loan, Digital Banking, Trust, Government Support, CS

Abstract

The emerging and rapidly growing trend of the banking industry is the adoption of green banking practices. It is a critical module of the transformation to a more environmentally sustainable future. The innovative strategies and initiatives of green banking can promote sustainable and environmental–friendly practices which contributes in the reduction of carbon footprints from banking related activities. Going green is the indispensable need of the present times. Therefore, the main aim of conducting this study is to evaluate the impact of green banking practices on the satisfaction level of customers with mediating variable of privacy and moderates the relationship with government support and trust in digital banking services. This study used purposive sampling technique and collected data from specifically those respondents who use bank mobile apps for their banking transactions. The sample size is 350 respondents of multiple banks in Pakistan.