Linking Green Banking Practices to Customer Advocacy: Examining the Mediating Effect of Environmental Concern and the Moderating Influence of Corporate Image in the Jordanian Banking Sector

الملخص

This study examines how customers' perceptions of green banking practices shape their advocacy behaviour towards their banks, and whether environmental concern mediates and corporate image moderates this relationship. Drawing on signaling theory, the study frames green banking initiatives as credible signals that influence customer attitudes and behaviour. Survey data were collected from 705 bank customers in Jordan and analysed using partial least squares structural equation modelling with 5,000 bootstrap samples. The results show that perceived green banking practices significantly increase customer advocacy, both directly and indirectly through heightened environmental concern, which emerges as the strongest driver of advocacy. Corporate image strengthens the link between environmental concern and advocacy but weakens the direct effect of green banking practices on advocacy, suggesting diminishing returns for high-prestige banks whose green signals are treated as expected rather than distinctive. The findings extend signaling theory to the green banking context and offer guidance for managers seeking to convert sustainability initiatives into customer advocacy, sustainable growth, and competitive advantage in the financial sector.

الكلمات المفتاحية

• corporate image
• customer advocacy
• environmental concern
• green banking practices
• Jordanian banking sector
• PLS-SEM
• Issue3 515

التوثيق

Alrwabdah, F., & Alomari, A. (2026). Linking Green Banking Practices to Customer Advocacy: Examining the Mediating Effect of Environmental Concern and the Moderating Influence of Corporate Image in the Jordanian Banking Sector. Dibon Journal of Business, 2(3), 514-531. https://doi.org/10.64169/djb.260