Factors Affecting Individuals to Adopt Green Banking Empirical Evidence from the UTAUT Model

The banking sector increasingly integrates environmental sustainability into its operations through green banking. Green banking aims to reduce the carbon footprint of banking activities, promote sustainable development, and encourage customers to adopt environmentally friendly financial practices. Despite its benefits, individuals adoption of green banking remains varied. This study uses the Unified Theory of Acceptance and Use of Technology UTAUT model, augmented with additional constructs such as environmental concern and trust, this study investigates the factors influencing individuals adoption of green banking.A quantitative research design was employed, using a structured questionnaire to collect data from a representative sample of banking customers. Structural equation modeling SEM was used to analyze the data and test the hypothesized relationships. The findings indicate that effort Expectancy, social influence, facilitating conditions, environmental concerns, and trust significantly influence the adoption of green banking. While Performance Expectancy and Facilitating conditions insignificantly influence the adoption of green banking practices.The study highlights the importance of enhancing the perceived performance and ease of use of green banking services, leveraging social influence, and providing adequate support and infrastructure. Furthermore, promoting environmental responsibility and building trust is essential for encouraging green banking adoption.This research contributes to the existing literature by validating the UTAUT model in the context of green banking, integrating additional factors relevant to environmental sustainability, and helping financial institutions to design targeted strategies to enhance adoption among their customers. Priya Kumari | Pavnesh Kumar "Factors Affecting Individuals to Adopt Green Banking: Empirical Evidence from the UTAUT Model" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-8 | Issue-4 , August 2024, URL: https://www.ijtsrd.com/papers/ijtsrd67186.pdf Paper Url: https://www.ijtsrd.com/management/other/67186/factors-affecting-individuals-to-adopt-green-banking-empirical-evidence-from-the-utaut-model/priya-kumari