Do Green Banking Practices Change Customers’ Attitudes and Behavior : A Conceptual Model

Authors

  •   Anshul Jain Research Scholar, Banasthali Vidyapith, Tonk - 304 022, Rajasthan
  •   Priyanka Yadav Research Scholar, Banasthali Vidyapith, Tonk - 304 022, Rajasthan
  •   Khyati Kochhar Assistant Professor, Banasthali Vidyapith, Tonk - 304 022, Rajasthan

DOI:

https://doi.org/10.17010/ijf/2024/v18i4/173725

Keywords:

Green Banking

, Environmental Sustainability, Behavioral Intention, Attitude, Structural Equation Modeling.

JEL Classification Codes

, Q01, D12, C38

Paper Submission Date

, October 15, 2023, Paper sent back for Revision, February 10, 2024, Paper Acceptance Date, February 20, Paper Published Online, April 15, 2024

Abstract

Purpose : The rising importance of environmental sustainability significantly changed customers’ consumption patterns, making studying their attitudes and behavior crucial. Thus, this research created a conceptual model to identify the drivers and analyze their influence on the customers’ intention toward green banking practices.

Design/Methodology/Approach : A structured questionnaire was used in conjunction with a mixed sampling technique to collect data from 540 Indian banking customers. Data collecting took into account two banks from the public and two from the private sector. The link between the constructs was implemented using structural equation modeling in AMOS 24.

Findings : The analysis showed the significant influence of environmental concern (EC), environmental knowledge (EK), subjective norms (SN), trust (TR), and government regulations (GR) on the attitude (AT), and attitude also significantly influenced customers’ behavior intention (BI) toward green banking practices. A comparative analysis between the customers of public and private banks showed that only GR played a dominant role in public banks’ users.

Practical Implications : The model may be tested in several settings to help academics understand how customers intend to use green goods and services. From a managerial standpoint, this study could help managers better understand how clients want to use and sustainably consume financial services.

Originality/Value : This study primarily investigated the difference in BI of public and private bank users in India while considering six significant variables.

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Published

2024-04-01

How to Cite

Jain, A., Yadav, P., & Kochhar, K. (2024). Do Green Banking Practices Change Customers’ Attitudes and Behavior : A Conceptual Model. Indian Journal of Finance, 18(4), 25–43. https://doi.org/10.17010/ijf/2024/v18i4/173725

Issue

Volume 18, Issue 4, April 2024

Section

Articles
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Europe PMC

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