The linkage between green banking practices and green loyalty: A customer perspective

  • Received May 9, 2022;
    Accepted August 26, 2022;
    Published September 30, 2022
  • Author(s)
  • DOI
    http://dx.doi.org/10.21511/bbs.17(3).2022.17
  • Article Info
    Volume 17 2022, Issue #3, pp. 201-212
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This work is licensed under a Creative Commons Attribution 4.0 International License

The aim of this study is to explore the bank customers’ perceptions towards green banking practices. This study uses a convenient sampling method. Pre-tested questionnaires were employed to collect data. The data were collected conveniently from 358 bank customers. However, the final sample includes 304 responses after ignoring null responses (n = 304). The Structural equation modeling (SEM) was applied for the analyses. The significant results of the study indicate that green banking practices positively influence green image (p = 0.001) and green trust (p = 0.025), while it does not significantly affect green loyalty (p = 0.642). The mediation analysis reveals that green image mediates the relationship between green banking practices and green loyalty, while green trust does not mediate the relationship between the same. The results have practical implications for banking institutions in India to recognize the importance of environmental initiatives in influencing the decisions of bank customers.

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    • Figure 1. Research model
    • Figure 2. Results of SEM
    • Table 1. Questionnaire items
    • Table 2. Demographic profile
    • Table 3. Convergent validity
    • Table 4. Model fit indices
    • Table 5. Results of SEM
    • Table 6. Mediation result
    • Table A1. Rate the following statements regarding the bank’s sustainable environmental initiatives
    • Data curation
      Deepthi S. Pawar
    • Formal Analysis
      Deepthi S. Pawar
    • Investigation
      Deepthi S. Pawar
    • Software
      Deepthi S. Pawar
    • Visualization
      Deepthi S. Pawar
    • Writing – original draft
      Deepthi S. Pawar
    • Conceptualization
      Jothi Munuswamy
    • Methodology
      Jothi Munuswamy
    • Project administration
      Jothi Munuswamy
    • Writing – review & editing
      Jothi Munuswamy