Page 352 - Ebook HTKH 2024

It is observed that in studies on the intention to use green banking services among
individual customers, the factors of promotional communications have not been

sufficiently explored and emphasized. This presents an opportunity for the research team
to analyze and measure the impact of communication on consumer attitudes and
intentions to use green banking services.
2.2. Theoretical background
The Theory of Planned Behavior (TPB) by Ajzen (1991) is one of the most widely
used theories in studying human behavior, especially in the field of consumer behavior.
TPB posits that an individual's behavior is determined by their behavioral intention,
which is influenced by three key factors: attitude toward the behavior, subjective norms,

and perceived behavioral control.
Attitude Toward the Behavior: Attitude refers to the degree to which an individual
evaluates the behavior as positive or negative. In the context of green banking,
customers' attitudes toward using green banking services may be shaped by their
perception of environmental benefits, exposure to promotional communications in the
media, and trust in the long-term benefits of using green banking services.

Subjective Norms: Subjective norms reflect the social pressure an individual feels
from important people around them (such as family, friends, and colleagues) regarding
whether or not they should perform the behavior. In this case, subjective norms relate to
the extent to which customers feel social pressure to use green banking services.
TPB has been widely applied in research on sustainable consumer behavior and
has proven effective in explaining and predicting consumers' behavioral intentions.
3. Research methodology

3.1. Model and research hypotheses
The relationship between attitude and intention to use green banking services
According to Robbins (2001), attitudes are evaluative judgments related to certain
objects, people, or events. Attitudes allow individuals to react favorably or unfavorably
towards the object being evaluated. Attitudes play a crucial role in forming behavior and
are very useful for assessing the effectiveness of promotional and marketing activities.

Peter and Olson (2005) describe attitudes as learned predispositions to respond
consistently favorably or unfavorably towards an object. Furthermore, attitudes reflect
an individual's evaluation, emotional attachment, perceived risk, and inclination to act
towards a particular object or idea (Kotler, 2005; Schiffman & Kanuk, 2010). In the
context of green banking, promotional communications can enhance awareness of green
products and services, as well as the associated benefits. According to Rahman et al.
(2017), conveying messages about environmental protection and sustainable
development through promotional campaigns can significantly influence consumers'

intentions to use green banking services. This is supported by the findings of Gupta et
al. (2019), who demonstrated that positive communication campaigns can increase the
acceptance and use of green banking services.

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