Going Green: Theory of Reasoned Action Application to Examine the Consumer Intention Through Mediating Role of Green Technology Beliefs

Abstract

Technology usage has increased enormously in recent decades by different organizations to meet the consumers' growing demands. Technology growth has contributed to high energy consumption and overutilization of natural resources, which caused environmental deterioration. The awareness of eco-efficiency and sustainable environment has accelerated worldwide. Industries in developed countries have implemented green technologies to meet their environmental objectives. Developing countries also follow the same footprints and endorse different organizations, including the banking sector, to adopt green technology. Therefore, the present study focused on analyzing the determinants that lead to the successful adoption of green technology in the Pakistani banking sector. A survey has conducted amongst branch managers working in Pakistani banks. Findings revealed that subjective norm, green technology belief, green technology knowledge, and green technology attitude plays a significant role in positively influencing the intentions towards the usage of green technology.