Page 353 - Ebook HTKH 2024

Thus, attitude is an overall evaluation reflecting the perceived usefulness of the
product, environmental concerns, and the influence of communication when considering

the selection of products/services. Based on empirical research, the study proposes the
following hypotheses:
H1: Promotional communications has a positive impact on attitudes towards the
intention to use green banking services.
H2: Trust in benefits positively influences attitudes towards the intention to use
green banking services.
H3: Environmental concern positively affects attitudes towards the intention to use
green banking services.

H4: Attitudes towards green banking positively impact the intention to use green
banking services.
According to the Theory of Planned Behavior (TPB) proposed by Fishbein and
Ajzen (1975), an individual's attitude towards a behavior is a crucial predictor of their
behavioral intentions. Lee's (2009) study suggests that effective media campaigns can
increase awareness of the benefits of green products, thereby influencing purchase

intentions. Similarly, research by Chan et al. (2008) indicates that promoting
environmental protection messages can foster positive attitudes and green shopping
behaviors.
The relationship between subjective norms and intention to use green banking
services
Subjective Norms: According to Fishbein and Ajzen (1975), subjective norms are
defined as an individual's perception that their social environment influences their

behavior when making a decision to purchase a product or service. This perception is
shaped by social influences, including (i) family members and friends (Cialdini et al.,
1990; Khatun, 2010); (ii) colleagues and public opinion (Smith & Louis, 2008). Thus,
social influence impacts increase trust and motivation for customers to decide to
purchase a product or service. Subjective norms affect higher social behaviors in the
workplace, where people value maintaining group dependency and personal

relationships (Venkatesh & Davis, 2000; Husted & Allen, 2007). Numerous studies
worldwide have shown that trust and motivation influence subjective norms (Hillhouse
et al., 2000; Pawlak et al., 2007; Khatun, 2010).
According to Bryson et al. (2016), the influence of the social community positively
affects customers' behavior towards adopting green banking services. Many studies have
shown that consumer trust positively influences consumers' purchase intentions
(Schlosser et al., 2006). Sánchez (2017); Bryson et al. (2016) have also demonstrated
that trust positively impacts customers' behavior towards adopting green banking

services. Based on empirical research, the study proposes the following hypotheses:
H5: Trust positively influences attitudes towards subjective norms.
H6: Motivation positively impacts attitudes towards subjective norms.

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