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.

本研究以推-拉-锚定框架（Push-Pull-Mooring Framework）为理论视角，探讨客户从传统银行转向绿色银行的意向，并将预测变量划分为概念上相互独立的推式、拉式与锚定三类因素。本研究采用对称型基于协方差的结构方程模型（CB-SEM）与非对称型模糊集定性比较分析（fsQCA）相结合的建模方法，对研究提出的假设关联进行检验。本研究通过结构化问卷向500名银行客户组成的研究样本收集数据。研究结果显示，客户从传统银行转向绿色银行的意向，由传统银行服务带来的不满与愧疚感（推式因素），以及绿色银行所具备的相对优势、兼容性、可试用性与可观察性（拉式因素）共同驱动。然而，即便存在正向的推式与拉式因素，较高的转换成本仍会抑制客户的转换意向。此外，客户转换行为属于复杂现象，共存在五种可影响客户转向绿色银行意向的独立组态，其中转换成本缺失是影响转换行为的最关键因素。本研究借助完整的推-拉-锚定框架，将绿色银行采纳行为视作一种转换行为展开探讨，并运用探索性fsQCA技术，为此前尚未被充分阐释的客户从传统银行转向绿色银行的动态作用机制提供了全新研究视角。