Green Finance Continuance Behavior: The Role of Satisfaction, Social Supports, Environmental Consciousness, Green Bank Marketing Initiatives and Psychological Factors

The transition toward sustainable development has highlighted the importance of green finance as a catalyst for channeling resources into environmentally responsible projects. While adoption of green financial products is on the rise, the challenge lies in ensuring consumer continuance behavior, which reflects sustained usage beyond initial adoption. This study investigates the role of customer satisfaction, social supports, environmental consciousness, green bank marketing initiatives, and psychological factors in shaping green finance continuance behavior. Drawing on behavioral and sustainability theories, the research develops a conceptual model that links service quality and satisfaction with loyalty, emphasizes the influence of social and environmental values, and integrates digital and psychological enablers as mediators of sustainable financial practices. The findings suggest that continuance behavior is not merely a function of awareness but is also reinforced by satisfaction with green services, social encouragement, digital engagement, and trust in marketing initiatives. This study contributes to the literature by bridging green finance adoption with consumer loyalty research and offers practical insights for banks, policymakers, and marketers in designing effective strategies to strengthen customer commitment to sustainable financial products.