The Roles of Attitude, Subjective Norm, And Perceived Behavioural Control in Determining Consumers' Behavioural Intentions Towards Sustainable Banking Services

Sustainable banking is growing in popularity, as sustainable finance practices have gained traction in the global banking sector. To ensure the long-term stability and resilience of the financial sector, banks promote sustainable practices, facilitate the transition to a low-carbon economy, and manage environmental risk. Consumer awareness of social and environmental issues is increasing. This study develops and evaluates a conceptual framework to identify the variables that influence Indonesian customers’ adoption of sustainable banking services. The study gathered data from a cross-sectional sample of 180 respondents through a survey, in accordance with the theory of planned behaviour (TPB). The study model was tested using a structural equation model method based on Partial Least Squares. The results indicate that purchase intention is positively and significantly influenc