Factors influencing individual customers' intention to use green banking services towards sustainable banking: An empirical study in Vietnam

Abstract

This research aims to measure the factors influencing the intention to use green banking services among individual customers toward sustainable banking in Vietnam. The data used in the research were collected from an online and in-person survey of customers of commercial banks in Vietnam using questionnaires, all of which were developed based on a 5-point Likert scale. 330 valid samples were obtained after filtering a total of 368 survey samples. Descriptive statistics, Cronbach's Alpha coefficient testing, exploratory factor analysis (EFA), and PLS-SEM analysis were used to measure and determine the data. The results of the study show that the intention to utilize green banking services is influenced by a number of elements, including Motivation (MTV), Belief (BLF), and Environmental Concerns (ENC). The study has practical implications, offers helpful data to banking industry administrators who are formulating plans for creating green banking services, enhances the effectiveness of green operations, safeguards the banking environment, and guides banking operations toward sustainable development objectives