BEHAVIOURAL INTENTION TOWARDS GREEN BANKING SERVICES: MODERATING EFFECTS OF ENVIRONMENTAL CONSCIOUSNESS

To minimize negative effects on the environment, manifested through problems such as global warming, deforestation, and air pollution, different business and social entities need to make important decisions and implement certain changes in their activities. Among them, a significant contribution to the realization of the mentioned task can be expected from banks. Green banking services are just one of the solutions that can both decrease environmental risk and provide some benefits to customers. Hence, in this paper, attention is paid to those services, i.e. to the analysis of behavioral intention towards them. The model based on the theory of planned behavior (TPB) was applied, whereby, besides three main predictors, environmental consciousness was added as a moderator. For analyzing moderating effects, structural equation modeling was used. After presenting research results, certain implications have been provided.