Going green? On the drivers of individuals' green bank adoption

Abstract

In a context where individuals are increasingly more sensitive to corporate social responsibility (CSR) practices and where mobilization of savings for the energy transition is essential, our article is the first to study the drivers of online green bank adoption. By analyzing 1075 questionnaires from a panel of French individuals in charge of financial decisions in their households, we show that altruism and green consumption values are significant drivers of individuals' green banking adoption and reveal that willingness to adopt a green bank is mediated by the preference for green savings. These results extend the nascent literature dealing with the link between responsible consumption and saving behaviors. Briefly speaking, green banks (and associated savings products) have the potential to enable households to express their consumption values through their investments. That said, our results suggest that households' financial well-being and financial literacy can be barriers to the mobilization of green savings. Our results also demonstrate the significant influence of information system variables, such as personal innovativeness and trust, on willingness to adopt green banking. By shedding light on the drivers of individuals' green bank adoption, our results provide valuable insights for the banking industry.