Embracing green banking as a mean of expressing green behavior in a developing economy: exploring the mediating role of green culture

Abstract

According to a plethora of research and publications, the volume and amount of pollution are largely attributable to human-made emissions. Even during the recently ended Covid-19 outbreak, there was a notable decrease in global pollution, particularly in Pakistan’s heavily populated cities. Due to the current situation, it is strategically important to safeguard the environment, and there are many criteria and predictors that should be used to encourage green behavior. This study examines green banking as a means of demonstrating ecologically responsible conduct in a developing nation. A survey questionnaire was used to collect information from 280 respondents via human contact and an internet platform. Software called SmartPLS3.0 was used to analyze the structural relationships between the study’s variables. The results show that customers’ adoption of green banking practices is statistically significantly influenced by their level of environmental consciousness and attitude. Similarly, green culture exhibits a substantial mediating influence between the independent variables and green behavior as well as a positive significant effect on green behavior. However, it is established that the consumer’s apparent behavioral control is negligible. Particularly, the cognitive connection between behavior and culture is weak and insufficient to forecast behavior. For policymakers, especially those working in the field of green education, this study has many real-world applications.

Fostering sustainable tourism in Pakistan: Exploring the influence of environmental leadership on employees' green behavior

“…The hypothesis 3 of the study was proposed as the mediating role of GC between ESSL and EVGB. Empirical findings support the said assumptions by providing the significant indirect effect of GC (Afridi, Ali, & Zahid, 2023;Francoeur et al, 2017). The alignment of results underscores the importance of GC in fostering EVGB.…”

“…On the basis of the assumptions of SDT (Deci & Ryan, 2012) and SIT (Tajfel & Turner, 2004) the researcher proposed the relationship of ESSL with EVGB. ESSL, with the help of their role modeling as "green servants," augment employees' positive perception toward pro-environmental behaviors (Afridi, Ali, & Zahid, 2023;Tuan, 2020).…”

“…On the basis of the assumptions of SDT (Deci & Ryan, 2012) and SIT (Tajfel & Turner, 2004) the researcher proposed the relationship of ESSL with EVGB. ESSL, with the help of their role modeling as “green servants,” augment employees' positive perception toward pro‐environmental behaviors (Afridi, Ali, & Zahid, 2023; Tuan, 2020). Under the ESSL philosophy, leaders sacrifice their economic benefits for environmental protection and nurture green values in employees (Luu, 2021; Sharma Bhat, 2023).…”

“…They role model behaviors, such as empathy, compassionate aspiration, and selfless love (Gandolfi & Stone, 2018). Servant leadership has lately received incredible attention from researchers in the domain of environmental matters (Afridi, Ali, & Zahid, 2023; Afsar et al, 2018). Including the environmental facets to the body of knowledge on servant leadership, Tuan (2020) conceptualized ESSL as “providing direction for, empowering and developing people to be pro‐environmental citizens, and demonstrating humility, authenticity, interpersonal acceptance and stewardship toward employees' pro‐environmental contributions”(p. 5).…”

“…Responsiveness to the community is one of the significant characteristics of servant leaders (Amornkitvikai & Pholphirul, 2023; Tripathi et al, 2020), and tends to trigger employees' engagement in pro‐environmental behavior. ESSL equips employees with the required environmental skills, abilities, and knowledge thus enabling them to participate actively in initiatives directed toward the environment (Afridi, Ali, & Zahid, 2023; Roque et al, 2018).…”