Towards Sustainable Finance: Understanding Green Banking Adoption Among Indian Young Adults

Title

Towards Sustainable Finance: Understanding Green Banking Adoption Among Indian Young Adults

Creator

Arshika; James, Blesson Varghese; Varghese, Merin K.

Description

This study explores the factors influencing the adoption of green banking among young adults in India, drawing on the Theory of Planned Behaviour. Key determinants include environmental concern, social factors, perceived behavioural control, subjective norms, and attitude toward behaviour. The moderating role of effort expectancy is also examined. Based on data from respondents aged 1835, the findings provide practical insights for banks to develop targeted strategies that encourage green banking practices among youth. 2026 by IGI Global Scientific Publishing. All rights reserved.

Source

Risks, Innovations, and Corporate Social Responsibility in Finance and Accounting;pp.225-251

Date

01-01-2026

Publisher

IGI Global

Coverage

Arshika, Christ University, India; James B.V., Christ University, India; Varghese M.K., Christ College, Pune, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-833735049-3; 979-833735047-9;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3373-5047-9.ch008

https://www.scopus.com/pages/publications/105035941454?origin=resultslist