ABSTRACT
The introduction of mobile banking offers not just convenience but also a new means of encouraging sustainable financial conduct. This paper explains how mobile banking usage is linked with sustainability awareness, the contribution of financial incentives to the take-up of green financial products, and how demographics can influence such connections. Based on survey data for 176 Indian urban respondents, findings indicate that adoption of mobile banking enhances sustainability awareness. Financial incentives appear as the key motivator for the adoption of green financial solutions, with mobile banking usage and perceived environmental impact being insufficient motivators. Age groups have no significant impact, with gender divides being small. These findings underline the importance of financial institutions combining financial rewards with sustainability education to ensure that digital banking successfully contributes to sustainable financial behavior. The paper makes significant recommendations for policy makers and financial institutions to create targeted interventions that encourage environmentally responsible financial choices.
