<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2594-0163</journal-id>
<journal-title><![CDATA[Mercados y negocios]]></journal-title>
<abbrev-journal-title><![CDATA[Merc. negocios]]></abbrev-journal-title>
<issn>2594-0163</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-01632025000200107</article-id>
<article-id pub-id-type="doi">10.32870/myn.vi55.7785</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Environmental Consciousness and Adoption of Green Banking Services]]></article-title>
<article-title xml:lang="es"><![CDATA[Conciencia ambiental y adopción de servicios bancarios verdes]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Kandaramath Hariharan]]></surname>
<given-names><![CDATA[Akhila]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Nedumaran]]></surname>
<given-names><![CDATA[Ganeshan]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Alagappa University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>India</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Alagappa University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>India</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<volume>26</volume>
<numero>55</numero>
<fpage>107</fpage>
<lpage>132</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632025000200107&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632025000200107&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632025000200107&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This article explores the relationship between customer awareness and the adoption of green banking services at the State Bank of India (SBI) in the Malabar region. The outcome reveals the factors influencing the adoption of these services and the associations between customer awareness and the adoption of Green Banking Services (GBS) in SBI. The SBI has implemented various green banking services to reduce the environmental impact. Customer awareness of these green banking practices is significant, with studies indicating that most customers are familiar with such services. However, the adoption rate can vary based on customer age and awareness. In the Malabar region, exploring this relationship would involve assessing how aware customers are of these services and how likely they are to adopt them, potentially influenced by factors such as age, education, and environmental consciousness.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El artículo explora la relación entre el conocimiento del cliente y la adopción de servicios de banca verde en el State Bank of India (SBI) en la región de Malabar. El resultado revela los factores que influyen en la adopción de estos servicios y las asociaciones entre el conocimiento del cliente y la adopción de Servicios de Banca Verde (GBS) en SBI. El SBI ha implementado diversos servicios de banca verde para reducir el impacto ambiental. El conocimiento del cliente sobre estas prácticas de banca verde es significativo, y los estudios muestran que la mayoría de los clientes conocen estos servicios. Sin embargo, la tasa de adopción puede variar según la edad y el conocimiento del cliente. En la región de Malabar, explorar esta relación implica evaluar el conocimiento que tienen los clientes de estos servicios y la probabilidad de que los adopten, posiblemente influenciado por factores como la edad, la educación y la conciencia ambiental.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Customer adoption]]></kwd>
<kwd lng="en"><![CDATA[Customer awareness]]></kwd>
<kwd lng="en"><![CDATA[Environmental consciousness]]></kwd>
<kwd lng="en"><![CDATA[Green banking services]]></kwd>
<kwd lng="en"><![CDATA[ESG]]></kwd>
<kwd lng="en"><![CDATA[Q01]]></kwd>
<kwd lng="en"><![CDATA[Q56]]></kwd>
<kwd lng="en"><![CDATA[G21]]></kwd>
<kwd lng="es"><![CDATA[Adopción del cliente]]></kwd>
<kwd lng="es"><![CDATA[Conciencia del cliente]]></kwd>
<kwd lng="es"><![CDATA[Servicios de banca ecológica]]></kwd>
<kwd lng="es"><![CDATA[Conciencia ambiental]]></kwd>
<kwd lng="es"><![CDATA[ESG]]></kwd>
<kwd lng="es"><![CDATA[Q01]]></kwd>
<kwd lng="es"><![CDATA[Q56]]></kwd>
<kwd lng="es"><![CDATA[G21]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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