Resistance Towards Green Banking Adoption In Delhi NCR: A Grounded Theory Approach

Author(s) : Dr.Meenakshi Sharma, Akanksha Choubey
ISSN : 0974 - 497
Year : November 2020 | Volume : 14 | Issue : 2/4

Abstract: Adoption of green banking has been studied with respect to several theories of buyer’s behavior, yet it provides an attractive area of research. A novel wave of research supports the significance of understanding consumer’s awareness and several factors that resist them from using green banking services and goods. The study aims to address the theoretical knowledge gap amid acceptance of green banking and its adoption within the users. In this regard, the study examines the elements that acts as hindrances and restrains people from adopting green banking products and services. A rational investigation on the basis of grounded theory has been undertaken. Findings recommend that major factors which restricts the adoption of green banking were, lack of proper knowledge regarding the existing green goods and services, ease of use and satisfaction with the traditionally existing alternatives, lower knowledge within banking staffs and risk of technological crash. Other influential elements are highlighted and also implications for academicians as well as practitioners are discussed within the study.


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