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credit products but also support consumers in redirecting their spending towards
sustainable products and services. This way, consumers can positively contribute to the

economy while demonstrating social responsibility and commitment to building a
sustainable future.
Leveraging subjective norms: Banks can collaborate with government and non-
government organizations to spread the message about green banking. Using influential
Fig.s in society to convey the message can create positive social pressure, promoting
customers' intention to use the services.
Study limitations: The study has certain limitations, such as limited
generalizability due to focusing on a specific group of subjects in a particular geographic

area. Hence, the results may not represent the entire population or other geographic areas
with different economic, social, and cultural characteristics. Data was surveyed within a
specific period, thus it may not reflect changes in the intention to use green banking
services over time. Future research should survey various provinces/cities and regions
to compare and enhance the generalizability of the findings. Additionally, this study
only considers the relationship between "Attitude" and "Subjective Norms" with the

intention to use green banking services, while there are other factors that this study has
not addressed.

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