BEHAVIOURAL INTENTION TOWARDS GREEN BANKING  SERVICES: MODERATING EFFECTS OF ENVIRONMENTAL  CONSCIOUSNESS

Nenad Djokic; Vera Mirovic; Nikola Milicevic; Branimir Kalas; Ines Djokic

doi:10.59864/Oditor12502ND

Autori

Nenad Đokić Univerzitet u Novom Sadu, Ekonomski fakultet u Subotici, Segedinski put 9-11, Subotica, Republic of Serbia Author
Vera Mirović Univerzitet u Novom Sadu, Ekonomski fakultet u Subotici, Segedinski put 9-11, Subotica, Republic of Serbia Author
Nikola Milićević Univerzitet u Novom Sadu, Ekonomski fakultet u Subotici, Segedinski put 9-11, Subotica, Republic of Serbia Author
Branimir Kalaš Univerzitet u Novom Sadu, Ekonomski fakultet u Subotici, Segedinski put 9-11, Subotica, Republic of Serbia Author
Ines Đokić Univerzitet u Novom Sadu, Ekonomski fakultet u Subotici, Segedinski put 9-11, Subotica, Republic of Serbia Author

DOI:

https://doi.org/10.59864/Oditor12502ND

Ključne reči:

zeleno bankarstvo, namera ponašanja, teorija planiranog ponašanja, stav, ekološka svest, moderacija

Apstrakt

Da bi se smanjili negativni uticaji na životnu sredinu, koji se manifestuju kroz probleme poput globalnog zagrevanja, krčenja šuma i zagađenja vazduha, različiti poslovni i društveni entiteti treba da donesu važne odluke i sprovedu određene promene u svojim aktivnostima. Među njima, značajan doprinos realizaciji pomenutog zadatka može se očekivati od banaka. Zelene bankarske usluge su samo jedno od rešenja koja mogu smanjiti ekološki rizik i pružiti određene beneficije korisnicima. Stoga, u ovom radu, pažnja je posvećena tim uslugama, odnosno analizi ponašanja prema njima. Model zasnovan na teoriji planiranog ponašanja (TPB) primenjen je, pri čemu je, pored tri glavna prediktora, ekološka svest dodata kao moderator. Za analizu moderirajućih efekata korišćeno je modelovanje strukturalnih jednačina. Nakon predstavljanja istraživačkih rezultata, date su određene implikacije.

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