Abstract
In response to growing climate change debate and sustainability concerns, business organizations must adopt relevant sustainable strategies aligning with the United Nations Sustainable Development Goals (UN‐SDGs). Extant research examines integration of sustainability in banking and finance, but demand‐side mechanisms influencing sustainable banking remain underresearched. With a mixed‐method approach, we analyse how consumers' adoption of sustainable banking services can be augmented in order to contribute to the SDG attainment. We develop a model that integrates theory of planned behaviour (TPB), value‐belief‐norm, and goal framing theory. Using focus group discussions and structural equation modelling, the results indicate that TPB variables, environment‐specific factors and altruistic values significantly influence adoption behaviour, with interesting mediating effects. We highlight the moderating role of biospheric, altruistic and hedonic values on linkage between intentions and behaviour. The study provides a comprehensive framework to assess demand‐side perspective of sustainable banking and offers insights to managers and policymakers on strategies for promoting these services for sustainable development.
| Original language | English |
|---|---|
| Journal | Business Strategy and the Environment |
| Early online date | 28 Jan 2025 |
| DOIs | |
| Publication status | E-pub ahead of print - 28 Jan 2025 |
Bibliographical note
Copyright © 2025 The Author(s). Business Strategy and the Environment published by ERP Environment and John Wiley & Sons Ltd. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.Keywords
- sustainable consumption
- value orientation
- sustainable development goals
- sustainable service
- sustainable banking
- adoption