Consumption patterns are always changing, placing great pressure on environmental sustainability. In the banking sector, environmental sustainability is starting to get special attention. This study develops and tests a conceptual framework to examine the antecedents of customer intention to adopt environmentally friendly banking services and activities. Following the theory of planned behavior (TPB), this study includes constructs namely trust environmental awareness, and perceived behavioral outcomes. Data was collected from 100 customers of Bank Negara Indonesia using a survey method. Structural Equation Modeling (SEM) modeling technique with SmartPLS software. The results showed that attitudes, subjective norms, perceived behavioral control, and personal norms did not have a significant effect on behavioral intentions. In addition, perceived environmental outcomes were found to be a significant outcome of trust. This study proposes theoretical and managerial implications and provides direction for further research.


Keywords: Banking, Customers, Intentions, Sustainability


 Pola konsumsi yang selalu berubah, memberikan tekanan besar pada lingkungan keberlanjutan. Pada sektor perbankan, lingkungan keberlanjutan menjadi hal yang mulai mendapatkan perhatian khusus. Penelitian ini mengembangkan dan menguji kerangka kerja konseptual untuk meneliti anteseden niat nasabah untuk mengadopsi layanan dan kegiatan perbankan yang ramah lingkungan. Mengikuti teori perilaku terencana (TPB), penelitian ini memasukkan konstruksi yaitu kepercayaan, kesadaran lingkungan, dan hasil perilaku yang dirasakan. Data dikumpulkan dari dari 100 nasabah Bank Negara Indonesia dengan menggunakan metode survei. Teknik pemodelan Structural Equation Modelling (SEM) dengan software SmartPLS. Hasil penelitian menunjukkan bahwa sikap, norma subjektif, kontrol perilaku yang dirasakan, dan norma pribadi, tidak memberikan pengaruh yang signifikan terhadap niat perilaku. Selain itu, hasil lingkungan yang dirasakan ditemukan menjadi hasil yang signifikan dari kepercayaan. Dari perspektif manajerial, penelitian ini akan meningkatkan pemahaman manajer tentang niat nasabah untuk melakukan konsumsi dan penggunaan layanan perbankan secara berkelanjutan. Untuk meningkatkan niat perilaku nasabah terkait kelestarian lingkungan di sektor perbankan, dapat disarankan bahwa Bank BNI sebaiknya berusaha meningkatkan rasa kesadaran lingkungan para nasabahnya.


Kata Kunci: Keberlanjutan, Konsumen, Niat, Perbankan

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