A Study on Factors Influencing the Buying Behaviour of Online Banking Customers from Sustainability Perspectives

Abstract

Technology has revolutionized the businesses, workplaces, markets to the great extent. In today’s digital world, online banking has changed how people interact with financial services, with sustainability playing a bigger role. This study looks at the different factors that influence online banking customers’ buying decisions through the lens of sustainability. It explores how environmental awareness, digital skills, ethical branding, green banking efforts, and social responsibility impact consumer choices. As more people become environmentally conscious, they tend to prefer banks that support sustainable development goals, provide paperless services, and use eco-friendly digital platforms. The research uses a structured questionnaire to gather data from a diverse group of online banking users. Results show that factors like age, education, and income affect how sustainable practices influence customer loyalty. Additionally, digital trust and transparency in sustainable actions are key drivers of consumer behavior. This paper adds to the growing research on integrating sustainability into digital banking, offering useful insights for financial institutions looking to boost customer engagement while promoting environmental care. It ends with practical recommendations for improving green branding and policy measures to encourage sustainable choices in online banking.