Han Xiao, Samad Sarminah, Kim Wansoo, Wei Feiqiong
China CITIC bank Yichang Branch, Lyceum of the Philippines University- Batangas, Philippines.
Department of Management, College of Business Administration, Princess Nourah bint Abdulrahman University, Riyadh 11671, Saudi Arabia.
Acta Psychol (Amst). 2025 May;255:104944. doi: 10.1016/j.actpsy.2025.104944. Epub 2025 Apr 6.
Climate change and environmental degradation demand sustainable corporate responses. In the Chinese banking sector, CSR is increasingly recognized as a driver of green customer loyalty. This study fills a gap by employing a dual mediation-moderation model grounded in Social Identity Theory. Our model reveals that CSR directly influences loyalty (β = 0.11, p < 0.001; 32.2 % variance explained) and indirectly affects loyalty through enhanced customer communal relationships (β = 0.194, p < 0.001) and pro-environmental self-identity (β = 0.352, p < 0.001). Moreover, higher environmental knowledge amplifies these effects. The findings advance theory by demonstrating that CSR fosters a shared identity between banks and consumers, strengthening emotional bonds and driving sustainable loyalty. Practically, our results suggest that banks should integrate CSR into core operations through green financial products and adopt segmented CSR communication strategies, detailed sustainability reports for environmentally savvy customers, and educational content for others. These targeted measures can enhance customer loyalty and support the transition to sustainable banking practices.
气候变化和环境退化需要企业做出可持续的应对措施。在中国银行业，企业社会责任日益被视为绿色客户忠诚度的驱动因素。本研究通过采用基于社会认同理论的双重中介调节模型填补了这一空白。我们的模型表明，企业社会责任直接影响忠诚度（β = 0.11，p < 0.001；解释方差为32.2%），并通过增强客户社区关系（β = 0.194，p < 0.001）和亲环境自我认同（β = 0.352，p < 0.001）间接影响忠诚度。此外，更高的环境知识会放大这些影响。研究结果通过证明企业社会责任促进了银行与消费者之间的共同认同，加强了情感纽带并推动了可持续忠诚度，从而推动了理论发展。实际上，我们的结果表明，银行应通过绿色金融产品将企业社会责任融入核心业务，并采取分段式企业社会责任沟通策略，为环境意识强的客户提供详细的可持续发展报告，为其他客户提供教育内容。这些有针对性的措施可以提高客户忠诚度，并支持向可持续银行实践的转变。
