Being “green” to trust and continue in a global pandemic

Abstract

PurposeGiven the severe impact of coronavirus disease 2019 (COVID-19) on bank business activities, this study aims to examine how green brand image and online trust affect customers' continuance intention (CI) under the boundary condition of perceived effectiveness of e-services (PEES).Design/methodology/approachAn extensive review of the green marketing perspective was conducted to identify the incremental contributions of the current study (e.g. extensions of online trust and PEES). The authors used the common questionnaire survey strategy for the data collection while applying the partial least squares technique for further analyses.FindingsUsing data from 460 bank customers, the findings indicated that online trust positively mediates the relationship between green brand image and CI under the moderating effect of PEES. At high levels of PEES, online trust exerts strongest effect on customers' CI.Research limitations/implicationsThis study responds to the emerging call for understanding the PEES role, under which online trust leads to CI in the context of the global pandemic.Practical implicationsThe authors provide bank managers with a helpful extension of green marketing with PEES to manage online trust and customer intention, thereby increasing the managers' strategic effectiveness.Originality/valueThe current study explores the moderating role of PEES that plays in the green brand image, online trust and CI relationships, in responding to the pandemic situation.

The impact of institutional pressures on corporate social responsibility and green marketing adoption: an empirical approach in Vietnam banking industry

“…As previously stated, many studies on CSR practices have involved the creation of CSR based on the principles of sustainable development (Shah and Khan, 2020;Tosun and K€ oyl€ uo glu, 2023). However, there is a scant understanding from the institute's perspective and that of the companies themselves because the aforementioned findings are mainly focused on the consumer (Thao and Tran, 2023). Indeed, the impact of peer companies and institutional pressure on CSR decision-making has become increasingly important due to the fiercely competitive business environment.…”

“…Papadas et al (2019) argued that there should be long-term actions and policies taken by top management that specifically focus on a corporate eco-friendly approach, practical environmental tactics and engagement with outside environmental backers. Thao and Tran (2023) declared that companies must expand their marketing focus to encompass societal stakeholders and that natural environment fortification for strategic marketing purposes encompasses social, economic and especially environmental accomplishments.…”

“…Previous studies have demonstrated that green product and/or process improvements create a competitive advantage (Wei et al, 2020;Yang et al, 2019). Conversely, companies often adopt different managerial approaches to address environmental concerns, which, in terms of obtaining advantages, can be classified on a linear scale ranging from reactive behaviors to proactive behaviors (Thao and Tran, 2023). Reactive behaviors refer to short-term activities that align a company's strategy with environmental protocols, while proactive behaviors involve the voluntary implementation of strategic ascendancies by companies to preserve and protect the natural environment in a way that surpasses the minimum expectations of firm-level CSR.…”

Guest editorial: Brand management in banking

“…This can be done, for example, through digital financial literacy programs and direct financial support for vulnerable customers or helping customers with their financial management.Over the more than 30 years of its existence, the International Journal of Bank Marketing (IJBM) has reflected the evolution of brand management thinking in banking and in financial services (Kumar et al, 2022). For example, recent IJBM brand management topics have included customer-based brand equity (CBEE), brand engagement (Sakas et al, 2023a;2023b;Tran Xuan et al, 2023), green brand image (Thao and Tran, 2023), brand origin (Tosun and K€ oyl€ uo glu, 2023) and brand reputation (Zhao et al, 2023). These topics have been studied in the context of the COVID-19 pandemic (e.g.…”

“…These topics have been studied in the context of the COVID-19 pandemic (e.g. Thao and Tran, 2023), digital channels and fintech solutions (e.g. Sankaran and Chakraborty, 2023a).…”