The Influence of Attitude and Trust in Green Banking on Customer Interest in Opening an Account: Case Study of PT Bank Central Asia Tbk

Permana, Frianka Bagja
Hidayah, Riski Taufik

The Es Economics and Entrepreneurship
Vol. 4 No. 02 (2025): The Es Economics And Entrepreneurship (ESEE)

This study aims to analyze the factors that influence customer interest in using green banking services, specifically when opening an account at BCA. Using a quantitative approach and the SEM-PLS method with a sample of 385 respondents, the study found that the variables Green Perceived Value, Green Trust, Environmental Concern, Perceived Consumer Effectiveness, Perceived Environmental Integrity, and Collectivism have a significant effect on Green Purchase Intention. Meanwhile, Green Perceived Risk does not show a significant effect. This finding confirms the importance of environmental values and trust in encouraging the adoption of sustainable banking services.