What Determines Consumer Attitude toward Green Credit Card Services? A Moderated Mediation Approach

Abstract

The purpose of this research is to examine the factors affecting consumer attitude within the context of green credit card services. Specifically, this research examines (1) the effect of individual characteristics (i.e., green knowledge, innovativeness) on attitude toward green credit card services; and (2) the mediating role of self-accountability and the moderating role of regulatory focus in the relationships. With a sample of 1000 green credit/debit card users, structural equation modelling and moderated mediation analyses were implemented to investigate the relationships involving green knowledge, innovativeness, self-accountability, regulatory focus, and attitude. The results indicate that (1) while the effect of green knowledge on attitude is not significant, innovativeness has a positive impact on attitude; (2) self-accountability mediates the relationship between (a) green knowledge and (b) innovativeness and attitude; and (3) regulatory focus moderates the relationship between self-accountability and attitude, such that the positive relationship is stronger for consumers with a prevention (vs. promotion) focus. Furthermore, moderated mediation was observed; that is, the mediation effects of self-accountability on the relationship between (a) green knowledge and (b) innovativeness and attitude are stronger for prevention- (vs. promotion-) focused consumers. The findings provide an important insight into how credit card companies approaching ESG issues can enhance their consumers’ attitude toward green credit card services.

Autonomous Vehicle Technology and Technology Acceptance: The Role of Technological Readiness on Consumers' Attitudes Towards Driverless Cars and Intention to Use in the Future

“…The TRI has also been found to have meaningful relationships with the adoption of cryptocurrency Alharbi & Sohaib (2021) [4] and to affect customer perceived value [36]. This scale, especially technology readiness, is one of the scales that is accepted in the evaluation of new technologies by consumers and on which many studies have been conducted in the literature [37][38][39][40][41][42][43][44][45][46][47][48][49].…”

“…Additionally, consumer innovativeness was found to mediate the relationship between other factors and attitude. For example, Kim and Son (2021) [39] found that innovativeness had a positive effect on attitude, and selfresponsibility mediated the relationship between ecological knowledge and innovativeness and attitude. Shams et al (2020) [90] found that consumer-perceived brand innovativeness and consumer-perceived product innovativeness mediate the effect of brand attitude.…”