Purpose

Commercial banks are the financial powerhouses of a nation that can create a penetrating impact at the grassroots level. This study aims to investigate the demand-side drivers of green banking purchase intention by extending the popular theory of planned behavior (TPB) model.

Design/methodology/approach

This study used a mono-method research approach to collect customers’ cross-sectional responses using structured questionnaires. The data were further analyzed using CB-SEM.

Findings

This study points out that attitude, subjective norms, perceived behavioral control and environmental concern are demand-side factors that drive the intention of individual customers to adopt green banking services. The moderating roles of collectivism, age and gender are also discussed in this study.

Research limitations/implications

The present study’s results suffer from mono-method bias as they are based on primary data analysis alone. This limitation can be addressed by incorporating a mixed-method approach.

Practical implications

Several policy suggestions are offered based on the findings on improving green banking adoption among individual customers. The proper incorporation of these guidelines will expedite a nation’s aspirations for sustainable economic growth.

Originality/value

To the best of the authors’ knowledge, this is the first study to explore the demand-side factors that drive Omani customers’ intention to adopt green banking. Moreover, this study extends the TPB with environmental concern and personal values to examine the green banking adoption by individual customers.

中文翻译：

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审视绿色银行采用的需求方因素——一项探索阿曼案例的研究

目的

商业银行是一个国家的金融强国，能够产生深入基层的影响。本研究旨在通过扩展流行的计划行为理论（TPB）模型来研究绿色银行购买意愿的需求方驱动因素。

设计/方法论/途径

本研究采用单一方法研究方法，通过结构化问卷收集客户的横截面回答。使用 CB-SEM 进一步分析数据。

发现

研究指出，态度、主观规范、感知行为控制和环境关注是驱动个人客户采用绿色银行服务意愿的需求方因素。本研究还讨论了集体主义、年龄和性别的调节作用。

研究局限性/影响

本研究的结果存在单一方法偏差，因为它们仅基于主要数据分析。这种限制可以通过采用混合方法来解决。

实际影响

根据有关提高个人客户绿色银行采用率的调查结果，提出了几项政策建议。正确纳入这些指导方针将加速一个国家实现可持续经济增长的愿望。

原创性/价值

据作者所知，这是第一项探讨推动阿曼客户采用绿色银行业务的需求方因素的研究。此外，本研究将环境关注和个人价值观延伸到TPB，以考察个人客户对绿色银行的采用情况。