GREEN BANKING

In the wake of increasing environmental degradation and climate-related risks, the banking sector has emerged as a crucial actor in promoting sustainable development through the adoption of green banking practices. This study investigates the mediating role of green behaviour in the relationship between environmental concern and the success of green banking in India. Drawing on the Theory of Planned Behaviour (TPB) and the Value–Belief–Norm (VBN) framework, this paper posits that individuals with higher levels of environmental concern are more likely to exhibit pro-environmental behaviours, which in turn enhance the success and adoption of green banking practices. Using a conceptual model developed from prior research, this study explores the psychological and behavioural mechanisms that link concern for the environment with sustainable financial practices. The paper provides an in-depth literature review, proposes empirically testable hypotheses, and discusses implications for banks, policymakers, and environmental strategists. The findings are expected to contribute to both theoretical development in sustainable finance and the practical advancement of green banking initiatives in emerging economies like India.