GREEN CHANNEL USAGE BY BANK CUSTOMERS – INFLUENCE ON WARM GLOW AND SELF-ENHANCEMENT

Paper Number :WP52/2025
Publication Date :June 25, 2025

This study focuses on the impact of brand symbolism by banks in India on green channel use by retail customers. Consequently, the study examines its influence on social value and conspicuous virtue signaling. Finally, the study assesses the influence of conspicuous virtue signaling on warm glow and self-enhancement. The study has adopted a cross-sectional survey design approach and the data analysis has been undertaken using structural equation modeling. The findings offer contribution to the literature on green channels in the context of banking. Managers in banks can utilize the findings for taking forward the green channel usage by customers.