Page 362 - Ebook HTKH 2024

significant influence on consumers' purchasing decisions. In a trend towards the green
development of the economy and society, the role of communication is even more

crucial and evident. Building on previous studies, the author proposed that promotional
communications impact attitudes towards the intention to use green banking services.
Second, subjective norms are influenced by the factors of belief and motivation.
Social influence can enhance belief and motivation, leading customers to decide to
purchase products or services. Subjective norms are formed based on social factors such
as the importance of maintaining personal relationships, group dependence, and
community values. This is consistent with Bryson et al. (2016), who also pointed out
that the influence of the social community positively impacts customers' behavior

towards accepting and using green banking services.
6. Recommendations and limitations of the study
The study aims to extend the theoretical framework and provide empirical
evidence on the intention to use green banking services, based on data from individual
customers who frequently consume in Hanoi. The findings highlight the significant roles
of "Attitude" and "Subjective Norms" in influencing the intention to use green banking

services, enhancing consumer benefits for green and sustainable products. Additionally,
the study provides insights into the interrelationships among factors through structural
equation modeling analysis. Therefore, the author proposes several recommendations
for managers and policymakers to promote the acceptance and usage of green banking
services now and in the future.
Enhancing promotional communications: Banks should invest in
communication campaigns to raise customer awareness about the environmental and

economic benefits of green banking services. In addition to seminars and conferences
providing useful and timely information to customers, banks should also enhance
communication through popular social media platforms like Facebook and TikTok.
These approaches can help customers better understand the positive impacts of using
these services on their spending, saving, and investment activities.
Developing green products and services: Banks need to continuously develop

and improve green products and services, as well as create new products that meet
societal needs and guide consumers towards environmental protection and sustainable
consumption.
Encouraging positive attitudes: Banks can further promote special programs,
free service usage, or provide special incentives for customers using green banking
products and services. Encouraging all bank staff to use and experience the services first
to perfect the products is also beneficial. Creating positive experiences for customers
will help change their attitudes positively.

Promoting green credit: Close cooperation between the government, financial
institutions, and consumers is crucial. The government plays an important role in
creating a favorable environment through the establishment of appropriate policies and
regulations. Financial institutions should not only develop diverse and accessible green

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