The Impact of Green Banking Practice on Service Quality: Mediating Effect of Green Awareness and Green Image

Based on the assumptions and framework of relationship marketing, this research examines green banking methods. The present study is pertinent to management as it aims to improve customer expectations and maximize service quality, given that an increasing number of customers are becoming more eco-friendly, more environmentally conscious, and increasingly interested in green products and services. The present study investigated the impact of green banking (GB) practices on green awareness (GA), green image (GI), and service quality (SQ). Additionally, the study investigates how a positive GI and GA mediate the relationship between GB practices and SQ. This research utilized results from a quantitative survey administered to 470 consumers of the commercial banking industry in Nigeria. The relationship between the study’s variables was analyzed using a structural equation modeling technique. The result of this study showed a direct and significant link between GB and GI, GB and GA, and GB and SQ, respectively. Furthermore, confirmed the mediating influence of GI and GA in the link between GB and SQ. This study offers valuable insights to researchers, policymakers, and organizations.