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Adoption and perception of banking customers towards green mode of banking: a demonstration of structural equation modelling

Author

Listed:
  • Shagun Tyagi

    (Graphic Era Hill University)

  • Ashulekha Gupta

    (Department of Management Studies, Graphic Era (Deemed to be University))

  • Nabila Ansari

    (i Nature Education Solutions Private Limited)

Abstract

Banks are developing services in response to consumer demand for environmentally friendly options. The trend towards green banking is picking up steam and will continue to do so over the next decade. Focus of the article is to analyse the issues faced by banking customer to adopt this green mode of banking. This exploratory study uses a questionnaire (quantitative treatment) to collect data through online mode. It was found in a survey that majority of respondent are aware of basic features of internet banking only. Thus, banks must make them aware with all the feature of internet banking and must provide them knowledge that how internet banking has a wide scope then other banking channel. The traditional definition of green development focuses primarily on environmental concerns. The growing use of the internet for various internet banking services opens up the possibility of establishing a long-term banking business. The goal of this paper is to identify the factors that influence internet banking acceptability and, as a result, it will give a roadmap to banks for its long-term growth. Results of the study indicating that internet banking is becoming more popular, but still the threat of privacy concerns and e-trust are two major roadblocks to acceptance.

Suggested Citation

  • Shagun Tyagi & Ashulekha Gupta & Nabila Ansari, 2024. "Adoption and perception of banking customers towards green mode of banking: a demonstration of structural equation modelling," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 826-842, September.
    • Handle: RePEc:pal:jofsma:v:29:y:2024:i:3:d:10.1057_s41264-023-00236-6
    DOI: 10.1057/s41264-023-00236-6
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