CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy
Abstract
:1. Introduction
2. Theory and Hypotheses
2.1. CSR and Co-Creation
2.2. Co-Creation and Consumer Loyalty
2.3. CSR and Consumer Loyalty
2.4. Co-Creation as Mediator
2.5. Green Banking Initiatives as a Moderator
3. Methods
3.1. Sampling Procedure and Strategy
3.2. Measures
4. Results and Analysis
4.1. Handling of Social Desirability
4.2. Common Method Variance
5. Discussion and Conclusions
5.1. Implications and Suggestions
- (1)
- Banks need environmental impact assessment as part of the bank’s overall consumer assessment (especially corporate consumers) before granting a loan if the consumer re-examines the environmental risk model and assesses the environmental impact of the consumer’s business.
- (2)
- Green offices should be established in order to implement the green banking guidelines and to introduce environmental culture as part of the organizational culture.
- (3)
- The recycling of office waste using a recycling environment should be encouraged.
- (4)
- An environmental campaign needs to be launched in order to commemorate environmental days such as World Water Day, Earth Day and Environmental Day.
- (5)
- Banks should choose ways to eliminate / reduce the use of paper in their day-to-day operations. These steps include a gradual transition to paperless banking.
- (6)
- Banks should install solar energy systems, which will prevent the release of greenhouse gases to reduce environmental degradation.
5.2. Limitations and the Way Forward
Author Contributions
Funding
Conflicts of Interest
References
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Frequency | % | |
---|---|---|
Gender | ||
Male | 357 | 73.0 |
Female | 132 | 27.0 |
Age | ||
18–20 | 46 | 9.4 |
21–30 | 138 | 28.2 |
31–40 | 210 | 42.9 |
Above 40 | 95 | 19.4 |
Education | ||
Matric | 39 | 7.9 |
Intermediate | 78 | 15.9 |
Graduate | 136 | 27.8 |
Master | 189 | 38.6 |
Higher | 47 | 9.6 |
Unadjusted Correlation | CMV-Adjusted Correlation | |
---|---|---|
CSR–CC | 0.514 | 0.511 * |
CC–GCL | 0.623 | 0.620 * |
CSR–GCL | 0.492 | 0.491 * |
CSR–GBI | 0.392 | 0.390 * |
CC–GBI | 0.421 | 0.419 * |
GBI–GCL | 0.543 | 0.540 * |
Construct | Items | Factor Loading |
---|---|---|
CSR | This bank is a socially responsible bank | 0.76 |
This bank is more beneficial to society’s welfare than other brands | 0.88 | |
This bank contributes to society in positive ways | 0.83 | |
Co-creation | I often express my personal needs to this brand (bank) | 0.73 |
I often find solutions to my problems together with my brand (bank) | 0.86 | |
I am actively involved when the brand (bank) develops new solutions for me | 0.90 | |
The brand (bank) encourages customers to create new solutions together | 0.77 | |
Loyalty | I am happy about my decision to choose this product (bank) because of its (environmental) functions | 0.87 |
I believe that I do the right thing to purchase this product (bank) because of its (environmental) performance | 0.89 | |
Overall, I am glad to buy this product (bank) because it is (environmentally) friendly | 0.83 | |
Overall, I am satisfied with this product (bank) because of its (environmental) concern | 0.81 | |
Green Banking Initiatives | This bank’s (environmental) functions provide very good value for me | 0.82 |
This bank is very concerned about environmental sustainability | 0.79 | |
This bank management is serious about green banking projects and willing to finance green projects | 0.86 | |
The daily operations of our bank are safe for the environment | 0.82 |
Variable | Items | b FL (Min-Max) | t-Value (Min-Max) | α b | CR b | AVE b |
---|---|---|---|---|---|---|
CSR | 3 | 0.76–0.88 | 10.08–17.25 | 0.77 | 0.81 | 0.58 |
CC | 4 | 0.73–0.90 | 11.72–20.19 | 0.75 | 0.79 | 0.61 |
GCL | 4 | 0.81–0.89 | 13.81–21.71 | 0.78 | 0.82 | 0.59 |
GBI | 4 | 0.79–0.86 | 19.76–27.88 | 0.86 | 0.86 | 0.64 |
Mean | SD | CSR | CC | GCL | GBI | |
---|---|---|---|---|---|---|
CSR | 3.22 | 1.20 | 0.76 a | |||
CC | 3.18 | 1.29 | 0.51 ** | 0.78 a | ||
GCL | 3.76 | 1.06 | 0.49 ** | 0.62 ** | 0.77 a | |
GBI | 3.49 | 1.11 | 0.39 ** | 0.42 ** | 0.54 ** | 0.80 a |
Model—1 | Model—2 | Model—3 | |
---|---|---|---|
Direct effect Model | Mediation model | Moderated mediation model | |
χ2 (df) | 1622.37 (56) | 214.09 (53) | 198.43 (51) |
χ2/df | 28.97 | 4.04 | 3.89 |
GFI | 0.822 | 0.926 | 0.942 |
CFI | 0.798 | 0.903 | 0.976 |
RMSEA | 0.126 | 0.063 | 0.053 |
Coefficients | SE | p-Value | 95% Bias | Decision | |
---|---|---|---|---|---|
Corrected CI | |||||
H1: CSR CC | 0.66 | 0.062 | <0.05 | 0.73; 0.79 | Supported |
H2: CC CL | 0.62 | 0.241 | 0.05 | 0.032; 0.21 | Supported |
H3: CSR CL | 0.47 | 0.218 | <0.05 | 0.132; 0.38 | Supported |
Standardized | 95% Bias | Result | |
---|---|---|---|
Indirect Effects | Corrected CI * | ||
H4: CSR CC GCL | 0.41 (0.142) * | 0.128–0.802 | Supported |
H4: CSR CC GCL | 0.54 (0.144) * | 0.137–0.887 | Supported |
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Sun, H.; Rabbani, M.R.; Ahmad, N.; Sial, M.S.; Cheng, G.; Zia-Ud-Din, M.; Fu, Q. CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy. Sustainability 2020, 12, 10688. https://doi.org/10.3390/su122410688
Sun H, Rabbani MR, Ahmad N, Sial MS, Cheng G, Zia-Ud-Din M, Fu Q. CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy. Sustainability. 2020; 12(24):10688. https://doi.org/10.3390/su122410688
Chicago/Turabian StyleSun, Huidong, Mustafa Raza Rabbani, Naveed Ahmad, Muhammad Safdar Sial, Guping Cheng, Malik Zia-Ud-Din, and Qinghua Fu. 2020. "CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy" Sustainability 12, no. 24: 10688. https://doi.org/10.3390/su122410688
APA StyleSun, H., Rabbani, M. R., Ahmad, N., Sial, M. S., Cheng, G., Zia-Ud-Din, M., & Fu, Q. (2020). CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy. Sustainability, 12(24), 10688. https://doi.org/10.3390/su122410688