Role of Environmental Sustainability, Psychological and Managerial Supports for Determining Bankers’ Green Banking Usage Behavior: An Integrated Framework

Md Mahedi Hasan,1 Md Al Amin,2,3 Zarin Khan Moon,4 Farhana Afrin2 1Faculty of Business Studies, Jashore University Science and Technology, Jashore, 7408, Bangladesh; 2Department of Marketing, Bangabandhu Sheikh Mujibur Rahman Science & Technology University, Gopalganj, Bangladesh; 3School of Business and Management, Queen Mary University of London, England, UK; 4Department of Accounting and Information Systems, Jashore University Science and Technology, Jashore, 7408, BangladeshCorrespondence: Md Al Amin, Department of Marketing, Bangabandhu Sheikh Mujibur Rahman Science & Technology University, Gopalganj, 8100, Bangladesh, Email alamin.bsmrstu21@gmail.comPurpose: Green banking, an ethical banking concept, concentrates on environmental protection and encourages social and environmental sustainability, perceived cognitive efforts, and subjective norms ensuring ecologically responsive banking services. Consequently, although there have been considerable green banking attempts in Bangladesh, it is yet unknown how environmental sustainability, perceived cognitive effort, and subjective norms affect usage behavior. The present research aims to uncover this gap, extending the Theory of Reasoned Action (TRA) to examine the determinants of the bankers’ green banking usage behavior during COVID-19.Methods: Data were collected from 366 bankers in Bangladesh using a purposive sampling technique and analyzed with structural equation modeling (SEM) using SMART PLS 3 software.Findings: The study found management support (0.291, t-statistics = 1.978, p 0.000), environmental sustainability (β = 0.278, t-statistics = 2.752, p < 0.001), perceived cognitive efforts (β = 0.401, t-statistics = 3.549, p < 0.000), and subjective norms (β = 0.309, t-statistics = 4.352, p < 0.000) influence bankers’ attitudes. Whereas environmental sustainability (β = 0.503, t-statistics = 3.726, p < 0.001), perceived cognitive efforts (β = 0.103, t-statistics = 2.020, p < 0.002), subjective norms (β = 0.281, t-statistics = 4.607, p < 0.000), and attitudes (= 0.602, t-statistics = 5.523, p 0.015) influence bankers’ green banking usage behavior. Finally, the mediating role of management supports, environmental sustainability, cognitive efforts and subjective norms on green banking usage behavior through attitudes was significant.Contribution/Conclusion: The study contributed to existing literature validating the proposed holistic framework applying TRA and three contemporary dimensions explaining bankers’ behavior toward green banking practice. Finally, the implementers should focus on green banking practices as green banking is one of the key strategies to protect the environment, assure social justice, and create economic success.Keywords: environmental sustainability, management supports, perceived cognitive efforts, green finance, sustainable banking