Purpose: This study aims to investigate the green banking initiatives in the Indian banking sector and their integration with digital transformation. It seeks to assess the environmental impact of banking operations, analyse sustainable practices, and provide insights for optimizing eco-friendly services. The purpose is to contribute valuable knowledge for enhancing environmental sustainability in the banking industry. Theoretical Framework: The theoretical framework of this study draws on the intersection of environmental economics, sustainable business practices, and digital transformation theories. It aims to analyse how green banking initiatives align with digital advancements, exploring economic and technological dimensions to understand their combined impact on the sustainability of the Indian banking sector. Design/ Methodology: This study employs a quantitative research design, surveying 311 banking customers in Madurai District, India. A structured questionnaire will gather data on customer perceptions of green banking initiatives and digital services. Statistical analysis, including regression analysis, will be utilized to discern correlations between customer preferences, sustainability perceptions, and the adoption of digital banking services. Findings: The study's findings reveal a positive correlation between the adoption of green banking initiatives and digital transformation in the Indian banking sector. Customers in Madurai District express a preference for eco-friendly practices, indicating a potential market for sustainable banking services. The study suggests opportunities for further integration of green practices within digital banking strategies. Originality: This study stands out for its novel exploration of the intersection between green banking initiatives and digital transformation within the Indian banking sector. The research uniquely investigates how these two domains synergize, providing original insights into sustainable practices and technological advancements, contributing to the evolving landscape of eco-friendly banking services in India.
