Analyzing CSR and customer engagement through green banking digitalization: with the mediating effect of perceived environmental value and moderation effect of customer’s eco-consciousness

Ahmed Muneeb Mehta and Tanti Handriana

Cogent Business & Management, 2024, vol. 11, issue 1, 2332502

Abstract: In today’s increasingly homogenized banking sector, maintaining consumer loyalty, particularly in terms of environmentally conscious practices, presents a significant challenge for institutions globally. While research recognizes corporate social responsibility (CSR) as a potential strategy for enhancing consumer loyalty, its specific impact on green consumer loyalty remains underexplored. This study investigates the relationship between CSR, customer engagement, and green consumer loyalty, with a focus on the banking industry in Pakistan. Additionally, it explores the mediating role of perceived environmental value and the moderating effect of customer eco-consciousness, within the context of green banking digitalization. Structural equation modeling is employed for data analysis. Findings reveal that CSR positively influences consumer loyalty, with customer engagement partially mediating this relationship. Moreover, perceived environmental value mediates the association between CSR and green consumer loyalty, while customer eco-consciousness moderates this relationship. This research provides valuable insights for banking institutions seeking to strategically integrate CSR initiatives, customer engagement, and green banking digitalization to enhance consumer loyalty and environmental sustainability.

Date: 2024
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DOI: 10.1080/23311975.2024.2332502

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