Page 361 - Ebook HTKH 2024

Hypothesis Effect Estimate S.E. C.R. P Label
H6 INT ATT 0,630 0,054 11,731 *** Chấp nhận
H7 INT NORM 0,335 0,049 6,888 *** Chấp nhận

The estimation results indicate that all relationships are statistically significant (P-
value < 5%). The positive regression coefficients demonstrate that the variables EVN,
CON, and PMC have a positive impact on ATT. Similarly, the variables BEL and MOT
positively impact NORM. Finally, ATT and NORM positively affect INT. These
findings support all the proposed hypotheses.
Table 6. Impact Levels of Factors

Impact on ATT Regression Coefficient % Impact Rank

ATT EVN 0,575 42 1

ATT CON 0,469 35 2
ATT PMC 0,313 23 3
Total 1,357 100
Impact on NORM
NORM BEL 0,421 51 1
NORM MOT 0,400 49 2
Total 0,821 100
Impact on INT
INT ATT 0,630 65 1

INT NORM 0,335 35 2
Total 0,965 100
The impact levels on ATT, in descending order of influence, are ENV, CON, PMC.
The impact levels on NORM, in descending order of influence, are BEL, MOT. The
impact levels on INT, in descending order of influence, are ATT, NORM
5. Discussion of research results
The research results indicate that both attitudes and subjective norms play a crucial
role in promoting individual customers' intention to use green banking services. This

confirms that strategies to encourage the use of green banking services should focus on
improving customers' positive attitudes through communication about environmental
and economic benefits, as well as leveraging the influence of social norms to enhance
positive social pressure. When customers have a positive attitude towards sustainable
consumption and green banking services, they are more likely to decide to use them.
These findings are consistent with the results of studies [29].

First, the study identifies that the "Attitude" construct, with its three components:
promotional communications, confidence in benefits, and environmental concerns,
aligns with the hypotheses. Environmental concerns are the strongest factor influencing
attitudes, followed by confidence in long-term benefits and promotional
communications. This shows that people are increasingly concerned about sustainable
consumption and that green banking services will bring long-term benefits to individuals
and humanity. In the current 4.0 era, promotional communications have a

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