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

Nguyen Thi Phuong Thao (Division of Risk Management and Division of Operation, VIETBANK, Ho Chi Minh City, Vietnam)
Lobel Trong Thuy Tran (School of Management, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 12 December 2022

Issue publication date: 17 March 2023




Given 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).


An 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.


Using 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/implications

This 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 implications

The 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.


The 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.



This research is funded by University of Economics Ho Chi Minh City, Vietnam.


Thao, N.T.P. and Tran, L.T.T. (2023), "Being “green” to trust and continue in a global pandemic", International Journal of Bank Marketing, Vol. 41 No. 2, pp. 269-288.



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