Abstract:
The increasing urbanization and changing consumption patterns are putting great strain
on environmental sustainability. The consumption patterns need to be reformed due to
the great contribution to rising carbon emissions. The customers are also becoming
aware of the various environmental issues. The current research developed and tested
a conceptual framework to scrutinize the antecedents of customers' intentions to adopt
environmentally sustainable banking services and activities. Following the theory of
planned behavior (TPB), this study incorporated the constructs namely trust,
environmental consciousness, and perceived behavioral outcome, attitude, subjective
norms, perceived behavioral control and behavioral intention. The data were gathered
from a cross-sectional sample of 285 in Trincomalee district bank customers using a
survey method. The results indicated that TPB constructs exert significant influence on
customers' behavioral intention. The environmental consciousness was marked as a
highly significant predictor of perceived behavioral outcomes which in turn was found
to be a significant determinant of trust as well as behavioral intention. Moreover, the
attitude was found to be a significant outcome of trust and environmental
consciousness. This research puts forth the theoretical as well as managerial
implications and provides directions for further research in the concerned thrust area.
