Behavioural intention is the dependent variable for the UTAUT model and this study. Behavioural intention is a person's degree of willingness to use innovative high-tech ( Venkatesh et al., 2003 ). In the context of the current study, the intention is a person's degree of willingness to adopt GB technology services.
Published in Chapter:
Bank Customer Green Banking Technology Adoption: A Sequential Exploratory Mixed Methods Study
Mohamed Bouteraa (Universiti Utara Malaysia, Malaysia), Raja Rizal Iskandar Raja Hisham (Universiti Utara Malaysia, Malaysia), and Zairani Zainol (Universiti Utara Malaysia, Malaysia)
Copyright: © 2022
|Pages: 39
DOI: 10.4018/978-1-6684-4610-2.ch004
Abstract
Sustainability has become the global need for survival in all scopes due to financial development's side effects that have resulted in environmental destruction. The world leaders have proposed green banking (GB) to reduce carbon footprints from banking operations by promoting paperless financial services based on technology. However, the adoption of GB remains unsatisfactory in the UAE. The study attempts to investigate the determinants of consumers' adoption of GB technology. An exploratory sequential mixed-method approach is employed. The qualitative analysis identified six new challenges facing customers' intention adoption of GB technology: customer awareness, personal innovativeness, bank reputation, security and privacy, system quality, and government support. The preliminary qualitative findings are mostly confirmed by quantitative study whereby customer awareness, personal innovativeness, system quality, and bank reputation significantly impact customers' intention to adopt GB technology. The discussions and implications of these findings are further elaborated.