Evaluating Attractiveness and Perceived Risks: The Case of Green Banking Services in Bangladesh

AbstractAccess to green banking services has the potential to improve and promote environmentally friendly practices in banking sector of Bangladesh. Beyond its usefulness for the environment, green banking also benefits the clients by offering new channels of financial services delivery in a convenient and quickly manner. While this is an attractive option, there are a number of perceived risks attached to it. This study aims to examine factors that can influence the attractiveness of green banking services, alongside explaining associated risks for its adoption in Bangladesh. Findings indicate that clients are mostly attracted to green banking services due to its social and task attractiveness. However, perceived risks like financial, time, individual, and cyber risks often hamper this attractiveness. Overall results confirm the relationship between perceived risk and attractiveness and their subsequent influence upon client's behavioral intention towards green banking services. Implications and future directions are discussed as well.