Predicting Green-Banking Adoption Intentions: Extending the Technology Acceptance Model with Environmental Consciousness

Abstract

Purpose

This paper considers factors that determine the intention of retail customers to use green-banking services in an Indian environment with climate vulnerability by revising the Technology Acceptance Model to include environmental and social factors of determinants.

Design

A cross-sectional survey was done on 432 customers of two districts of Uttarakhand, India, in retail banks. The structural equation modelling was used to analyse the data and test the direct effects of perceived usefulness, perceived ease of use, environmental consciousness and social influence on behavioural intention, where attitude towards green banking was the moderator.

Findings

The strongest predictor of behavioural intention was perceived usefulness and environmental consciousness, and social influence and perceived ease of use. Green banking attitude had a stronger influence on the perceived usefulness and a smaller influence on the intention direction of perceived ease of use. The model described 56 per cent of behavioural intention and the environmental consciousness was greater in the hill district.

Originality/value

The research builds on Technology Acceptance Model by introducing moral, social and cognitive factors leading to green-banking acceptance. It offers evidence of the role of sustainability attitudes in setting the relationships between technology-intention in an emergent economy and offers district-level evidence of a climate-risk environment.