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Title: The Application of the Technology Acceptance Model and the Theory of Planned Behaviour in the Context of Green Banking
Page: 49- 56
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The implementation of green banking techniques in the banking sector is anticipated to yield advantages including minimised resource utilisation, lower operational expenses, and improved efficiency, while also fostering a smaller environmental impact. Green banking practices have environmental and financial benefits for the banking sector, but these benefits will only materialise if consumers adopt them. This research adopts the Technology Acceptance Model (TAM) developed by Davis (1989) and the Theory of Planned Behaviour (TPB) proposed by Ajzen (1991) to examine the interplay of External Variables, Perceived Ease of Use (PEOU), Perceived Usefulness (PU), and Perceived Behavioural Control (PBC). The external variables used are Time Availability, Convenience, and Social Norms. The SEM is applied to assess the significance of factors influencing perceived behavioural control about Green Banking. Online questionnaires were used to collect responses from 250 customers’ for the aim of this study. Results show that external variables, perceived ease of use, perceived usefulness significantly influences the perceived behavioural control.

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