Banking on sustainability: Corporate social responsibility, ecological concern, and green advertising on social media

This study examined the impact of corporate social responsibility (CSR) communication on social media on green buying behavior in Pakistan’s banking sector, focusing on the mediating role of ecological concern and the moderating role of green advertising. We recruited a sample of 392 banking customers and conducted structural equation modelling using partial least squares. The findings revealed that CSR communication significantly predicted ecological concern, which, in turn, positively predicted green buying behavior. Green advertising further amplified the relationship between CSR and ecological concern. This study’s findings emphasize the importance of leveraging social media for effective CSR communication and strategic green advertising to promote environmental sustainability. Practical recommendations include banks using social media to communicate CSR initiatives and designing targeted green advertising campaigns.