Demonstrating the role of perceived benefit in green banking adoption: a multi-group analysis

Purpose This study aims to extend the theory of planned behavior (TPB) by incorporating perceived benefits (PB) as important factors influencing Indian customers’ attitudes (AT) and behavioral intentions (BI) towards green banking, with gender and preferred bank type as moderating variables. Design/methodology/approach Quantitative research was utilized to gather data from 298 public and private sector bank customers in India’s Delhi-National Capital Region. The data were evaluated using SPSS and SmartPLS. Moreover, the SmartPLS multi-group analysis (MGA) technique was used to examine the moderating influence of gender and preferred bank type between the constructs. Findings The findings presented that the PB has an indirect and positive impact on the customers' BI, and the AT serves as a perfect mediator between PB and BI. Moreover, through MGA, a gender difference was observed between PB and AT and preferred bank type moderated the association between AT and BI, with a strong effect shown among customers of public sector banks. Research limitations/implications The findings are helpful for the regulators and senior banking officials to evaluate the areas in which banks need to integrate sustainability into their operations. It also facilitates the task for policymakers, as they can apply the findings of this study to a particular customer group and gender. Originality/value The study is the first of its kind to compare the behavior of public and private sector banks’ customers towards green banking using the MGA technique.