RESEARCH ON THE BEHAVIOR OF YOUNG USE OF GREEN BANKING SERVICES: THE PIONEERING ROLE OF KNOWLEDGE SHARING FACTOR

Abstract

Responsible business orientation is currently the trend of businesses in
general and financial institutions towards the goal of "Green economy and
sustainable development" in the contemporary world. This study, based on a data
sample of 287 observations, provides empirical evidence on the influence of
attitudinal factors and the perceived benefits of behavioral control on intention to
use banking services. green. youth. In addition, the study identifies the role of
knowledge sharing as the pioneering factor forming the mechanism affecting
young people's perception in the relationship between attitude and intention to
use banking services. green banking, thereby affecting the intention to use green
banking services. The research results are checked based on the analytical method
according to the linear structural model SEM. On that basis, the study also provides
some policy implications and directions for further research.