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

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Author(s): Arshika (Christ University, India), Blesson Varghese James (Christ University, India)and Merin K. Varghese (Christ College, Pune, India)
Copyright: 2026
Pages: 28
Source title: Risks, Innovations, and Corporate Social Responsibility in Finance and Accounting
Source Author(s)/Editor(s): Maizaitulaidawati Md Husin (Universiti Teknologi Malaysia, Malaysia), Muslim Amin (Azman Hashim International Business School, Universiti Teknologi Malaysia, Malaysia), Haliyana Khalid (Azman Hashim International Business School, Universiti Teknologi Malaysia, Malaysia), Nor Aiza Mohd Zamil (Universiti Teknologi Malaysia, Malaysia)and Mustafa Nourallah (Mid Sweden University, Sweden)
DOI: 10.4018/979-8-3373-5047-9.ch008

Keywords: Accounting and Finance / Business & Management / Business Science Reference / Corporate Social Responsibility

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Abstract

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 18–35, the findings provide practical insights for banks to develop targeted strategies that encourage green banking practices among youth.

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

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