Consumers Behavioral Willingness to Use Green Financial Products: An Empirical Study within a Theoretical Framework

Abstract

the study looked into the subject of consumer behavioural willingness as a factor for influencing the use of green financial products. Climate change and demand for sustainability in various industries have been influencing the growth of green products and green innovations within industry sectors that also include the financial services sector. Green financial products are a component of green finance innovation and technological integrations that contribute towards the improvement of consumer decisions related to making green purchases in the financial industry. Investment and financing through the integration and acceptance of green policies and demands for sustainability are influencing the development of green financial products as much as it is impacting the consumers' decisions and willingness to pay for green financial products. The study conducted a qualitative data collection and analysis for the accumulation of empirical findings in association with theoretical implications related to consumers behaviour and behavioural willingness for making purchases and thereby using green financial products through an exploration of different theoretical frameworks and models such as consumer perceived value theory and theory of planned behaviour as well as Technology acceptance model.