Being “green” to trust and continue in a global pandemic
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 12 December 2022
Issue publication date: 17 March 2023
Abstract
Purpose
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).
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
Keywords
Acknowledgements
This research is funded by University of Economics Ho Chi Minh City, Vietnam.
Citation
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. https://doi.org/10.1108/IJBM-05-2022-0192
Publisher
:Emerald Publishing Limited
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