The impact of esg on the banking product consumption behavior of young people in Ho Chi Minh City

Abstract

in the context of globalization and sustainable development, environmental, social, and governance (esg) issues are receiving increasing attention from consumers, particularly the younger generation. the shift in the perceptions of this customer group has led to a trend of choosing banking products based on sustainability criteria. however, research on the impact of esg on consumer behavior in banking products remains limited, especially in the context of the rapid growth of digital banking applications. this study focuses on evaluating the influence of esg on the banking product consumption behavior of young people in ho chi minh city, while also examining the moderating role of digital banking. data was collected from 200 gen z respondents through an online survey and analyzed using pls-sem and bootstrapping methods with the support of smartpls 4 and stata 17.0. the results indicate that esg factors have a positive relationship with banking product consumption behavior. however, digital banking did not demonstrate a moderating role in this relationship.