Understanding Customers’ Environmental Attitudes towards IT-enabled Sustainable Banking
Due to growing concerns for reducing the negative impacts of businesses on the environment, the banking industries among all the economic sectors are making prodigious efforts to integrate the objectives of environmental sustainability into its overall objectives. The banks in developing countries like India are also incorporating environmentally sustainable practices in general and green IT/IS-based initiatives in particular. IT-based banking can lead to reduction in banks’ overall carbon footprint. In addition to the efforts on the part of businesses, green or ethical consumerism is also taking up the pace. The environmental attitude of the customers can play an important role in minimizing the adverse impact of consumption on the environmental sustainability. Considering this, the present research attempted to investigate the customers’ attitude and behavioural intentions towards environmentally sustainable IT-based banking services. A research model based on interrelationships of the constructs namely, environmental trust, environmental awareness, perceived environmental values, customers’ attitude, and behavioural intentions was proposed. The data were collected using the survey method. Using a cross-sectional sample of 406 bank customers, the direction and strength of the proposed relationships were tested using the Structural Equation Modelling technique. The results showed direct as well as indirect associations among the variables under study. This work contributes new knowledge to the field of green and sustainable behaviour from the customers’ perspective. The managerial implications arising from the findings have been discussed. The paper also presents the agenda for future research in this field.