Page 351 - Ebook HTKH 2024

development of green products and services, towards the goal of sustainable
development [10].

This study aims to explore the factors influencing individual customers' intention
to use green banking services. Understanding the drivers and barriers to the adoption
and use of green banking services will help banks develop more effective marketing
strategies and contribute to promoting a sustainable consumer market.
2. Theoretical background
2.1. Overview of research
Green banking refers to banks that engage in activities aimed at reducing carbon
emissions, minimizing paper usage, and implementing waste sorting at their

headquarters to protect the environment (Bihari & Pandey, 2015). Additionally, green
banking also involves banks financing projects that aim at environmental protection and
sustainable development (Masud et al., 2018). According to Bihari (2010), green banks
integrate economic, social, and environmental factors into their operations, while
transforming the image of banks from merely pursuing “profits” to achieving “profits
with responsibility”.

In modern understanding, the concept of "green banking" refers to banks that
indirectly positively impact the environment through activities such as capital
mobilization, lending, and interest rate policies, all oriented towards the mission of
environmental protection and climate change mitigation.
The intention to use green banking services is a crucial concept in understanding
sustainable consumer behavior. Numerous studies have shown that factors such as
attitudes toward behavior, subjective norms, and perceived behavioral control

significantly influence the intention to use green banking services (Ajzen, 1991).
Attitudes toward behavior relate to personal perceptions of benefits and satisfaction
when using green banking services. Subjective norms reflect the social pressure
individuals feel from their surroundings, such as family and friends, regarding the use
of these services.
Green credit for individuals refers to financial products and services designed to

encourage and support consumers in making sustainable and environmentally friendly
purchasing and consumption choices. Besides corporate entities, individual customers
are also a vital component of green credit, playing a significant role in promoting
economic activities towards sustainable development goals. Moreover, green credit
facilitates the development of innovative solutions and green technologies to address
current environmental issues.
Promotional communications play a crucial role in shaping consumer awareness
and attitudes toward green products and services. Lee (2009) found that effective

communication campaigns can increase awareness of the benefits of green products,
thereby influencing purchase intentions. Similarly, Chan et al. (2008) indicated that
promoting environmental protection messages can foster positive attitudes and green
purchasing behavior.

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