Banking Support for Energy Security: The Customer Aspect

Nikola Milicevic, Nenad Djokic (), Vera Mirovic, Ines Djokic and Branimir Kalas
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Nikola Milicevic: Department for Trade, Marketing, and Logistics, Faculty of Economics in Subotica, University of Novi Sad, Segedinski put 9-11, 24000 Subotica, Serbia
Nenad Djokic: Department for Trade, Marketing, and Logistics, Faculty of Economics in Subotica, University of Novi Sad, Segedinski put 9-11, 24000 Subotica, Serbia
Vera Mirovic: Department for Financial and Banking Management, Faculty of Economics in Subotica, University of Novi Sad, Segedinski put 9-11, 24000 Subotica, Serbia
Ines Djokic: Department for Trade, Marketing, and Logistics, Faculty of Economics in Subotica, University of Novi Sad, Segedinski put 9-11, 24000 Subotica, Serbia
Branimir Kalas: Department for Financial and Banking Management, Faculty of Economics in Subotica, University of Novi Sad, Segedinski put 9-11, 24000 Subotica, Serbia

Sustainability, 2022, vol. 15, issue 1, 1-15

Abstract: Within the increased concern for environmental protection, an important aspect is related to renewable energy not only because of the potential for carbon emission reductions but also because of energy security. Relying on renewable energy sources can be a basis for less dependence of the economy on limited energy sources, especially when considering their potential price fluctuations. The role of banks has already been recognized in the context of supporting the greater use of renewable energy solutions. In this paper, the focus is on green banking (GB) services and customers’ intention to adopt them. For its analysis, the theory of planned behavior (TPB) was applied. It was extended with environmental consciousness, as a predictor of attitude and behavioral intention. Moreover, relations between customer intention and its predictors were examined separately for the male and female gender. To the authors’ knowledge, this is the first research in which behavioral intention toward green banking services was investigated by including mentioned variables from the gender aspect. According to the obtained results, environmental consciousness, attitude and perceived behavior control have the largest influence on customers’ intention. In addition, from the gender aspect, unlike male, the intention of female customers is significantly affected by perceived behavior control.

Keywords: energy security; green banking; theory of planned behavior; environmental consciousness; gender (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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