Antecedents of Intention to Use Green Banking Services in India

Douglas Bryson, Glyn Atwal, Anindita Chaudhuri and Kartik Dave
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Douglas Bryson: ESC [Rennes] - ESC Rennes School of Business
Glyn Atwal: CEREN - Centre de Recherche sur l'ENtreprise [Dijon] - BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC)
Anindita Chaudhuri: University of Calcutta
Kartik Dave: Babasaheb Bhimrao Ambedkar Bihar University

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Abstract: Key factors are identified to predict consumers' intentions to use green banking services in India. The key factors that predict 60% of the variance in intention to use green banking services are perceived environmental integrity, attitude toward green banking, environmental concern, and collectivism. These results will help banks craft successful marketing strategies within the context of green innovation in a developing economy.

Date: 2016-09
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Published in Strategic Change, 2016, 25 (5), pp.551-567. ⟨10.1002/jsc.2080⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02007553

DOI: 10.1002/jsc.2080

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