Research on factors affecting Generation Z's intention to use green banking services in Ho Chi Minh City.

Abstract

In the context of globalization and climate change posing increasingly significant challenges, transitioning to a green lifestyle has become an urgent trend. Generation Z in Ho Chi Minh City has increasingly demonstrated interest in and support for sustainable services such as Green Banking. This study employs a quantitative approach, surveying 250 Gen Z individuals studying and working in HCMC to examine factors influencing their intention to use Green Banking services. The findings are analyzed using the Unified Theory of Acceptance and Use of Technology (UTAUT) model to evaluate the impact of factors such as performance expectancy, effort expectancy, social influence, and facilitating conditions on Gen Z’s intention to adopt Green Banking services. The model is also extended to assess the relevance and statistical significance of these factors from various perspectives, including individual, organizational, technological, and environmental aspects.