Abstract:
Customers can be introduced aS a core component of any business, because any
business, company, or institution can't thrive in the absence of a customer base. So
every company must give more focus to improving their customer base' When
focusing on the customer base, customer preferences ale an important thing to focus
on. At present, business activities in the business sector are moving towards the green
concept and there is a similar trend towards the green concept in the banking sector.
Consumers also have some preference to focus on green products, and it is important
to examine the role of environmental awareness in that. Hence, this study focuses on
the impact of customer preferences on green banking products with the mediating role
of environmental awareness. Thus, the study objectives are to identify the levels of
customer preferences, green banking products and environmental awateness, to
identifu the relationships among customer preferences, green banking products and
environmental awareness, and to identify whether environmental awareness mediates
the relationship between customer preferences and green banking products among the
customers who are dealing with banks
The study accompanies with quantitative research approach. The study used primary
data as well as secondary data. A structured questionnaire was used as the method of
data collection, and the questionnaire included 17 questions with five-point Likert
scale ranging from strongly disagree to strongly agree. In this study, using the
information found in the 363 customers who are dealing with banks, and convenience
sampling method used to make the method of sampling framework. Collected data
were analyzed using SPSS 22.0 analysis. .
The data were measured using descriptive statistics, correlation and regression
analysis. In this study, the statistical tools that used to analyze the levels of variables
are mean and SD values, while relationships were measured by Pearson coefficients
and linear regressions for further mediation analyses. Moreover, the result shows
significant positive associations among all the variables
