Page 355 - Ebook HTKH 2024

3 I am attracted to green banking promotional campaigns. PMC3
4 Media campaigns about green banking have helped me PMC4
understand the benefits of this service better.

5 I think that positive media campaigns about green banking PMC5
will make me consider using this service in the future.
IV Attitudes towards green banking ATT Bryson et al.
1 Green banking is an important bridge contributing to ATT1 (2016); Sánchez
sustainable green economic development. (2017))

2 I feel that using green banking services benefits me and the ATT2
community.
3 I feel that using green banking services creates a positive ATT3
impact on the consumption of green products.
V Belief BEL Fishbein &
1 I trust the services of the bank I am using. BEL1 Ajzen (1975);
2 I believe that the bank will provide green services BEL2 Bryson et al.
transparently and honestly. (2016); Sánchez
3 I believe that the bank will protect my personal information BEL3 (2017)
when using green banking services.
4 I believe that the bank is capable of providing effective green BEL4
banking services.
VI Motivation MOT Fishbein &
1 Using green banking services helps me easily access MOT1 Ajzen (1975);
sustainable products. Pawlak et al.
2 Using green banking services will earn support and MOT2 (2007); Khatun
encouragement from those around me. (2010)
3 I use green banking services because I want to contribute to MOT3
environmental protection.
VII Subjective norms NORM Fishbein &
1 My family thinks I should use green banking services. NORM1 Ajzen (1975);
2 My close friends encourage me to use green banking NORM2 Pawlak et al.
services. (2007); Khatun
3 My colleagues will support me if I use green banking NORM3 (2010)
services.
VIII Intention to use green banking services INT Bryson et al.
1 I intend to use green banking services in the near future. INT1 (2016); Sánchez
2 I will try to use green banking services if given the INT2 (2017); Boruad
opportunity. (2021)
3 I will recommend green banking services to my relatives. INT3
3.2. Research methodology
This study utilizes primary data comprising 368 observations with a quantitative
analysis method based on survey questionnaire data. The survey subjects were

customers who frequently shop at major supermarkets such as Aeon Mall, Winmart, and
the "Green Goods and Products for Consumers" fair in Hanoi. Data collection was
conducted from April 2024 to June 2024. The survey questionnaire employed a
5-point Likert scale ranging from low to high, structured as follows: (1) Strongly
Disagree, (2) Disagree, (3) Neutral, (4) Agree, (5) Strongly Agree.

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