The readiness of customers to adopt green spending in Vietnamese commercial banks

Abstract

This study investigates the key factors influencing customers’ readiness to adopt green spending in Vietnamese commercial banks using a quantitative approach. A model based on the Theory of Planned Behavior and the Willingness to Pay framework was tested through data collected from 496 banking service users via purposive sampling. Statistical analysis was conducted using SmartPLS 4.0 and SPSS 29.0. The findings revealed four main factors affecting green spending adoption: preference for green savings, trendiness, use of banking services, and green marketing. Among them, green place had the strongest influence, while trendiness showed no significant effect. Despite its valuable insights, the study is limited to the Vietnamese context and self-reported data, which may not capture broader or long-term trends. Nonetheless, the research offers significant contributions by clarifying consumer behavior toward green finance, aiding banks in developing effective strategies, and enhancing public awareness of sustainable banking practices.