Title: Consumer resistance to green banking: examining inhibiting factors and implications for revenue management

Authors: G.H. Kerinab Beenu; M.J. Sumaiah Shaheen; M. Deepa; Jenifer Arokia Selvi; M. Karthikeyan

Addresses: Department of Management Studies, Velammal Engineering College, India ' Department of Management Studies, Alpha College of Engineering, Sh50, Tirupathi Chowk, Thirumazhisai, Chennai, Tamil Nadu, 602107, India ' Department of Management Studies, MBA, Amity Global Business School, Nungambakkam, Chennai, 600006, India ' Department of Management Studies, MBA, Amity Global Business School, Nungambakkam, Chennai, 600006, India ' Department of MBA, SRM Institute of Science and Technology, Vadapalani Campus, Chennai-26, India

Abstract: This empirical study investigates the key factors contributing to consumer resistance to green banking, with a particular focus on green perceived risk (GPR), green confusion (GC), and attitude (ATT) and their influence on consumer resistance (CR). Green banking, which integrates environmentally sustainable practices into the financial sector, is increasingly important as the world transitions towards sustainability. The study uses a purposive sampling methodology, with data collected from 326 respondents across major metropolitan areas in India, focusing on their resistance to green banking. The research employs partial least squares structural equation modelling (PLS-SEM) to analyse the direct and indirect effects of the identified variables. The results reveal that both GPR and GC significantly influence CR, with GC having a more substantial effect. Attitudes play a mediating role in the relationship between GPR, GC, and CR, though attitudes alone do not directly impact CR. The findings emphasise the importance of reducing confusion through clear communication and addressing perceived risks to enhance consumer engagement with green banking. This study contributes to the literature on green consumer behaviour and provides practical recommendations for financial institutions to foster greater adoption of sustainable banking practices.

Keywords: green banking; green perceived risk; GPR; green confusion; attitude; consumer resistance.

DOI: 10.1504/IJRM.2026.155523

International Journal of Revenue Management, 2026 Vol.16 No.1/2, pp.58 - 78

Received: 23 Aug 2025
Accepted: 27 Feb 2026
Published online: 04 Aug 2026 *

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