THE IMPACT OF CUSTOMER PREFERENCES ON GREEN BANKING PRODUCTS WITH THE MEDIATING ROLE OF EI\WIRONMENTAL AWARENE S S

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