ManuScript Details
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Paper Id:
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IJARW2962
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Title:
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FACTORS INFLUENCING INDIVIDUAL CUSTOMERS’ GREEN BANKING PRODUCT USAGE BEHAVIOR IN VIETNAM: AN EXTENDED THEORY OF PLANNED BEHAVIOR (TPB) APPROACH
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| Published in: |
International Journal Of All Research Writings |
| Publisher: |
IJARW |
| ISSN: |
2582-1008 |
| Volume / Issue: |
Volume 7 Issue 9 |
| Pages: |
10
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| Published On: |
3/25/2026 3:57:55 AM (MM/dd/yyyy) |
Main Author Details
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Name:
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Nguyen Thi Ngoc Anh |
| Institute: |
Banking University of Ho Chi Minh City (HUB), Vietnam |
Co - Author Details
| Author Name |
Author Institute |
| Dr. Nguyen Tuan Dat |
Banking University of Ho Chi Minh City (HUB), Vietnam |
| Nguyen Thi Minh Phuong |
GAIA International Education Development Joint Stock Company |
Abstract
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Research Area:
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Accounting, Banking |
| KeyWord: |
Green Products, Green Banking, Theory of Planned Behavior (TPB), Structural Equation Modeling (SEM), Vietnam. |
| Abstract: |
This study aims to identify and measure the key factors influencing individual customers' intentions and actual behavior regarding green banking product usage in the specific context of Thu Duc City, Ho Chi Minh City. Given the modest uptake of green financial products in Vietnam despite supportive government policies, this research seeks to bridge the gap between sustainable policy and consumer action. The research adopts a mixed-methods approach. Following a qualitative phase with nine experts to refine the measurement scales, a quantitative survey was conducted among 495 individual customers using digital banking services. The conceptual framework extends the Theory of Planned Behavior (TPB) by integrating Green Product Knowledge and Environmental Concern. Data were analyzed using Cronbach’s Alpha, Exploratory Factor Analysis (EFA), and Structural Equation Modeling (SEM). The empirical results confirm that all proposed hypotheses are supported. Environmental Attitude emerged as the strongest predictor of usage intention (beta = 0.568), followed by Environmental Awareness (beta = 0.276) and Perceived Behavioral Control (beta = 0.192). Notably, Usage Intention acts as a powerful mediator, significantly driving actual Usage Behavior (beta = 0.667). In contrast, Green Product Knowledge and Subjective Norms showed positive but relatively weaker impacts. This research contributes to the literature by providing a comprehensive empirical model for green banking adoption in an emerging market. By extending the TPB with context-specific variables like green knowledge and awareness, it offers actionable management implications for Vietnamese commercial banks to develop effective marketing strategies and environmentally friendly digital services. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Nguyen Thi Ngoc Anh, Dr. Nguyen Tuan Dat, Nguyen Thi Minh Phuong, "FACTORS INFLUENCING INDIVIDUAL CUSTOMERS’ GREEN BANKING PRODUCT USAGE BEHAVIOR IN VIETNAM: AN EXTENDED THEORY OF PLANNED BEHAVIOR (TPB) APPROACH", International Journal Of All Research Writings,
vol. 7, no. 9, pp. 195-204, 2026.
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MLA
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Nguyen Thi Ngoc Anh, Dr. Nguyen Tuan Dat, Nguyen Thi Minh Phuong "FACTORS INFLUENCING INDIVIDUAL CUSTOMERS’ GREEN BANKING PRODUCT USAGE BEHAVIOR IN VIETNAM: AN EXTENDED THEORY OF PLANNED BEHAVIOR (TPB) APPROACH." International Journal Of All Research Writings,
vol 7, no. 9, 2026, pp. 195-204.
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APA
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Nguyen Thi Ngoc Anh, Dr. Nguyen Tuan Dat, Nguyen Thi Minh Phuong (2026). FACTORS INFLUENCING INDIVIDUAL CUSTOMERS’ GREEN BANKING PRODUCT USAGE BEHAVIOR IN VIETNAM: AN EXTENDED THEORY OF PLANNED BEHAVIOR (TPB) APPROACH. International Journal Of All Research Writings,
7(9), 195-204.
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FACTORS INFLUENCING INDIVIDUAL CUSTOMERS’ GREEN BANKING PRODUCT USAGE BEHAVIOR IN VIETNAM: AN EXTENDED THEORY OF PLANNED BEHAVIOR (TPB) APPROACH
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Last downloaded on 25/03/2026
FACTORS INFLUENCING INDIVIDUAL CUSTOMERS’ GREEN BANKING PRODUCT USAGE BEHAVIOR IN VIETNAM: AN EXTENDED THEORY OF PLANNED BEHAVIOR (TPB) APPROACH
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