EMPOWERING SUSTAINABLE FINANCE: EXAMINING THE NEXUS OF ATTITUDE, INTERNAL MEASURES, & PERCEIVED CONTROL IN BANKERS' INTENTIONS FOR GREEN BANKING

Abstract

The main objective of study is to investigate the determinants that impact the behavioral inclination of bankers in Pakistan towards embracing green banking. The research objective is to examine impact of attitude, internal measurements, perceived behavioral control, and subjective standards on behavioral intentions of bankers in Pakistan to embrace the green banking. This study applied the quantitative research methodology. The researchers selected bankers as the target population for their investigation, using a sample size of 367. The findings indicated that attitude has a substantial influence on behavioral intention. Internal assessments have a significant impact on behavioral intention. Findings indicated that perceived ability to regulate one's behavior had a significant influence on desire to engage in that activity. The findings of this current study have significant value for bankers, managers, customers & legislators since they will empower them to make informed choices. The unique aspect of study is that, to researcher's knowledge there are relatively few studies that examine future the toward green banking.