A Study on Customer Attitudes toward Green and Sustainable Banking Initiatives in Selected Hill Stations of Tamil Nadu

The concept of green and sustainable banking has emerged as a significant component of modern financial systems, particularly in response to global environmental challenges such as climate change, resource depletion, and ecological imbalance. Banks play a crucial role in promoting sustainable development by integrating environmental and social considerations into their operations, products, and services. This study aims to examine customer attitudes toward green and sustainable banking initiatives in selected hill stations of Tamil Nadu, namely Ooty, Kodaikanal, and Yercaud, using secondary data sources. Hill stations are ecologically sensitive regions where sustainable practices are essential to preserve natural resources and biodiversity.The study relies on secondary data collected from bank sustainability reports, government publications, academic journals, policy documents, and research articles. The findings reveal that customers in hill stations generally show a positive attitude toward green banking initiatives, especially digital banking, paperless transactions, and environmentally responsible lending practices. However, the study also identifies limited awareness of advanced green financial products such as green bonds and climate-linked loans. The research highlights the need for banks to strengthen customer education and awareness programs to enhance the adoption of sustainable banking practices.