What Determines Consumer Attitude toward Green Credit Card Services? A Moderated Mediation Approach

Moon-Yong Kim and Minhee Son
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Moon-Yong Kim: College of Business, Hankuk University of Foreign Studies, Seoul 02450, Korea
Minhee Son: Department of Business Administration, Dongguk University-Gyeongju, Gyeongju 38066, Korea

Sustainability, 2021, vol. 13, issue 19, 1-18

Abstract: The purpose of this research is to examine the factors affecting consumer attitude within the context of green credit card services. Specifically, this research examines (1) the effect of individual characteristics (i.e., green knowledge, innovativeness) on attitude toward green credit card services; and (2) the mediating role of self-accountability and the moderating role of regulatory focus in the relationships. With a sample of 1000 green credit/debit card users, structural equation modelling and moderated mediation analyses were implemented to investigate the relationships involving green knowledge, innovativeness, self-accountability, regulatory focus, and attitude. The results indicate that (1) while the effect of green knowledge on attitude is not significant, innovativeness has a positive impact on attitude; (2) self-accountability mediates the relationship between (a) green knowledge and (b) innovativeness and attitude; and (3) regulatory focus moderates the relationship between self-accountability and attitude, such that the positive relationship is stronger for consumers with a prevention (vs. promotion) focus. Furthermore, moderated mediation was observed; that is, the mediation effects of self-accountability on the relationship between (a) green knowledge and (b) innovativeness and attitude are stronger for prevention- (vs. promotion-) focused consumers. The findings provide an important insight into how credit card companies approaching ESG issues can enhance their consumers’ attitude toward green credit card services.

Keywords: green credit card; green knowledge; innovativeness; self-accountability; regulatory focus; attitude (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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