Page 354 - Ebook HTKH 2024

H7: Subjective norms positively affect the intention to use green banking
services.

Figure 1. Proposed Research Model

Based on the aforementioned hypotheses, the author constructed a survey
questionnaire using research scales described in detail in Table 1.

Table 1. Scales and observed variables
No. Measurement Scale and Observed Variables Code Source
I Confidence in benefits CON Kotler (2005);
1 I believe that green banking services provide numerous CON1 Schiffman et al.
benefits to customers. (2010); Sánchez
(2017)
2 I believe that green banking services benefit the environment CON2
by promoting the consumption of sustainable products.

3 I believe that green banking services will save costs in the CON3
long run.
4 I believe that green banking is a sustainable financial CON4
solution

II Environmental concerns ENV Bryson et al.
1 I believe that using green banking services will minimize ENV1 (2016); Sánchez
negative impacts on the environment. (2017)
2 I think that using green banking services brings long-term ENV2
benefits to the environment.
3 I think that using green banking services is part of ENV3
sustainable development.

4 I believe that green banking services can help improve my ENV4
living environment quality.

III Promotional communications PMC Chan et al.
(2008); Lee
1 I frequently see advertisements about green banking in the PMC1 (2009); Gupta
media.
et al. (2019)
2 Promotional communications make me feel that green PMC2
banking is a reliable choice.

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