Green banking awareness and its association with green attitude, green trust, and green loyalty

Viviane Rocha, Cristina Viegas, Manuela Guerreiro, Thiago Wendt Viola and Bruno Kluwe-Schiavon

Journal of Sustainable Finance & Investment, 2025, vol. 15, issue 1, 250-267

Abstract: The lack of consumer awareness regarding Green Banking Practices (GBP) poses a challenge for banks aiming to benefit from them and for sustainable development. This paper developed a scale for exploring the Green Banking Awareness (GBA) among Brazilian highly educated consumers and its association with Green Attitude (GA), Green Trust (GT), and Green Loyalty (GL). 414 participants answered an online survey. Descriptive analyses, principal component analysis, and structural equation modelling approaches were used to verify the item's structure and the relationship between variables. Although the respondents agree that they are environmentally conscious, most did not recognize the GBP in their banks. We observed that GA did not significantly correlate with GL and GT, but GBA significantly correlated with GT and GL. Also, GA was associated with education. Our results might help the bank industry, the finance regulators, and governments to better understand GBA and act to increase it.

Date: 2025
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DOI: 10.1080/20430795.2024.2441207

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