Push-Pull-Mooring migration to green banking

This study examines customers’ intention to switch from conventional to green banking through the prism of the Push-Pull-Mooring framework, thereby differentiating the predictor variables into conceptually distinct push, pull and mooring factors. A combination of symmetric CB-SEM and asymmetric fsQCA modelling was used to test the hypothesised linkages. The study data were collected using a structured questionnaire from a sample of 500 bank customers. The results revealed that customers’ intention to switch from conventional to green banking is determined by dissatisfaction and guilt with conventional banking services (Push factors), relative advantage, compatibility, trialability, and observability of green banking (Pull factors). However, higher switching costs hinder the switching intention despite the presence of favourable push and pull factors. Also, switching is a complex phenomenon because five distinct configurations can influence a customer’s intention to switch to green banking. The most critical factor for switching is the absence of switching costs. By exploring green banking adoption as a switching behaviour through the comprehensive Push-Pull-Mooring framework and by deploying the exploratory fsQCA technique, the study offers novel insight into the hitherto unexplored dynamics of customer switching from conventional to green banking.