UNVEILING THE ASSOCIATION BETWEEN ENVIRONMENTAL CONCERN (EC) AND KNOWLEDGE ON GREEN PURCHASE INTENTION

Abstract

The study explores the intricate relationships between environmental concern, environmental knowledge, and their impact on green purchasing intention, the banking sector in Pakistan serves as the main focus of this study. As environmental sustainability receives global attention, banks are gradually integrating green practices, such as paperless banking and sponsoring renewable energy projects, to comply with regulatory requirements and public expectations. The study discovered that consumers' impressions of green banking services are favorably influenced by environmental concern, which is defined as the knowledge and emotional commitment to ecological issues. When individuals have environmental knowledge—that is, an understanding of environmental ideas, issues, and solutions—their intentions to make green purchases are further reinforced. CSR initiatives play a crucial mediating role in increasing client loyalty and trust by showcasing a bank's commitment to sustainability. Additionally, consumer green behavior refers to the proactive steps consumers take to bridge the knowledge gap between action and knowledge, such as selecting environmentally friendly financial products or giving money to businesses that practice environmental responsibility.