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The Four E's of Green Banking: Educate, Enable, Make it Easy -- and Be Earnest
Javelin Strategy & Research, June 2008, Pages: 50
Since Javelin Strategy & Research extolled the environmental benefits of online banking and bill-pay in 2003 with what we believe was the nation’s first research report on green
banking, environmental issues have grown in importance with bank customers. Green-banking habits have yet to take hold, however. That’s largely because consumers aren’t aware of how they can make a difference and partly because financial institutions have yet to find the incentives and action steps that will compel indifferent consumers to join the green parade. Javelin’s analysis suggests that consumers can be divided into three camps – Greens, Moderates and Skeptics – based on their inclination to respond to green marketing and value green banking initiatives.
Primary Questions
- Do consumers value “green” banks?
- What are the risks of green banking?
- Which customers are green, who’s not – and who could
be swayed to adopt more eco-friendly banking habits?
- How can banks sculpt marketing campaigns to green-minded
customers and those who are ambivalent about
such messages?
- Where should banks and credit unions start as they
develop green products?
Methodology
This report is mainly based on data collected online from a random-sample panel of 2,350 households in March 2008. The survey targeted respondents based on representative proportions of gender, age and income as compared to the overall US online population. Overall margin of sampling error is ±2.86 percentage points at the 95% confidence level. Data was supplemented by ten executive interviews of
green bankers and green payment providers.
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