What Determines Consumer Attitude toward Green Credit Card Services? A Moderated Mediation Approach

Moon-Yong Kim,Minhee Son

doi:10.3390/su131910865

Moon-Yong Kim, Minhee Son

Open Access

https://doi.org/10.3390/su131910865

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Abstract

The purpose of this research is to examine the factors affecting consumer attitude within the context of green credit card services. Specifically, this research examines (1) the effect of individual characteristics (i.e., green knowledge, innovativeness) on attitude toward green credit card services; and (2) the mediating role of self-accountability and the moderating role of regulatory focus in the relationships. With a sample of 1000 green credit/debit card users, structural equation modelling and moderated mediation analyses were implemented to investigate the relationships involving green knowledge, innovativeness, self-accountability, regulatory focus, and attitude. The results indicate that (1) while the effect of green knowledge on attitude is not significant, innovativeness has a positive impact on attitude; (2) self-accountability mediates the relationship between (a) green knowledge and (b) innovativeness and attitude; and (3) regulatory focus moderates the relationship between self-accountability and attitude, such that the positive relationship is stronger for consumers with a prevention (vs. promotion) focus. Furthermore, moderated mediation was observed; that is, the mediation effects of self-accountability on the relationship between (a) green knowledge and (b) innovativeness and attitude are stronger for prevention- (vs. promotion-) focused consumers. The findings provide an important insight into how credit card companies approaching ESG issues can enhance their consumers’ attitude toward green credit card services.

Highlights

As the concerns related to global warming, climate change, depletion of natural resources, and air and water pollution increase, more consumers are becoming conscious of environmental degradations [1]
We propose that (1) (a) green knowledge, (b) innovativeness, and (c) self-accountability have a positive impact on attitude toward green credit card services; (2) self-accountability mediates the relationship between (a) green knowledge and (b) innovativeness and attitude toward green credit card services; (3) regulatory focus moderates the relationship between self-accountability and attitude toward green credit card services, such that the positive relationship is stronger for prevention-focused than for promotion-focused consumers; and
Prior to testing the hypotheses, this research examined the reliabilities and validities of measurement items used for the four constructs

Summary

Introduction

As the concerns related to global warming, climate change, depletion of natural resources, and air and water pollution increase, more consumers are becoming conscious of environmental degradations [1]. Green marketing within business involves the development and marketing of green products/services and stimulating pro-environmental attitudes and behaviors [4]. In the financial services industry, financial institutions and banks are responsible for bringing ethical finance and green finance as a priority, and they must market products/services related to green finance [5]. Green products/services associated with green finance achieve resource utilization efficiency followed by improved financial performance [6]. A green credit card, in particular, is one of the widely adopted green financing strategies [7]

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