Connecting Intention to Use Online Banking, Commitment to Environmental Sustainability, and Happiness: The Role of Nature Relatedness

Abstract In today’s advanced technology, the environment continues to degrade in the constant pursuit of consumer happiness. To promote green banking in such situation, this study experimentally examines the role of nature-relatedness in connecting the intention to use online banking with the commitment to environmental sustainability and happiness. This study has manipulated nature relatedness into two levels, i.e., nature-related and nature-separated, and randomly assigned this to the participants. The results show that the manipulation was successful, as the participants who read the description about nature relatedness perceived that they are more nature-related than those reading nature-separated. Furthermore, the results show nature relatedness influences the intention to use online banking as well as the commitment to environmental sustainability and happiness. These findings suggest that nature relatedness is important for connecting technology and sustainability as well as happiness.

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