Published Online:October 2025
Product Name:The IUP Journal of Accounting Research & Audit Practices
Product Type:Article
Product Code:IJARAP121025
DOI:10.71329/IUPJARAP/2025.24.4.239-259
Author Name:Sina E S and D Vennila
Availability:YES
Subject/Domain:Finance
Download Format:PDF
Pages:239-259
The government of india has implemented measures to support sustainable development, which have predominantly influenced financial institutions’ outreach in rural areas. This study addresses the key factors influencing one of the significant stakeholders in banks: the customers. Using purposive sampling, data from 1150 customers was collected in rural areas of southern India. Factor analysis determined the key factors affecting customers’ desire to engage in sustainable banking. The study suggests considerable scope for sustainable banking in rural areas. It may involve the development of convenient and easyto- use digital platforms and online applications that allow rural customers to employ and access eco-friendly banking opportunities. The findings will help policymakers design future sustainability policies, operational guidelines, and strategic decision-making as a part of rural financial inclusion.
The banking sector has been increasingly focused on promoting environmentally responsible business practices in the past two decades. Financial institutions have taken a more assertive stance in addressing sustainability challenges in financing.