Linking green banking practices, green image, green trust and customer citizenship behavior

Purpose Integrating social exchange and signaling theories, this study aims to investigate the influence of green banking practices on customer citizenship behavior (CCB), including giving recommendations, assisting other customers and providing feedback, mediated by green image and green trust. Design/methodology/approach A standardized questionnaire on a five-point Likert scale was used to gather data. The sample includes 345 respondents selected through convenience sampling from Bangladesh. The authors analyzed the data using SmartPLS software. Findings Green banking practices influence green image and green trust, which, in turn, affect three CCBs: giving recommendations, assisting other customers and providing feedback. This demonstrates that green image and green trust mediate the relationship between green banking services and CCBs. Research limitations/implications The findings of this study suggest that managers initiate green practices by influencing CCB through the generation of a green image and trust. Originality/value This study offers a greater understanding of how green banking practices are connected to CCB through generating green image and green trust in the Bangladeshi banking industry, thus contributing to literature through the application of social exchange theory and signaling theory, collecting practical data from a developing context.