Designing a sustainable consumer behavior model with a good digital governance approach in the banking industry (Case study: Parsian Bank)

Document Type : Original Article

Authors

1 Department Of Management,Electronic Branch, Islamic Azazd University,Tehran, Iran

2 Associate Professor ,Department of Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran

3 Assistant Professor ,Department of Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran

10.48308/jbmp.2025.237722.1645

Abstract

The purpose of this article is to design a model of sustainable consumer behavior with a good digital governance approach in the banking industry (case study: Parsian Bank). In this article, the research method is grounded theory with a qualitative approach. MaxQuda 2020 software was used for data analysis. The sampling method was purposive (judgmental). For the validity of the interview questions, the derived categories were shown to the interviewees at each stage of data collection and analysis to confirm the accuracy of the content. The validity score was 91%. The percentage of agreement between the two coders was used to assess the reliability of the interviews. The results and findings of the research show that creating sustainable consumer behavior with an emphasis on good digital governance in Parsian Bank. Designing a sustainable consumer behavior model with a good digital governance approach in Parsian Bank is not only influenced by cultural, social, economic, and political governance, but also by organizational values ​​that support the formation of responsible behavior, the macro and strategic goals of Parsian Bank, the expansion of new digital technologies at the banking level, and the level of education of the society. It was also determined that creating sustainable consumer behavior with a good digital governance approach is explained through managing digital assets in the bank, providing personalized services, reviewing digital policies, creating secure digital banking channels, and continuous education and awareness.

Keywords

Main Subjects

References

Abdarzadeh, P., Roshandel Arbatani, T., Keimasi, M., & Aqili, S. V. (2022). Providing a model of good e-governance in the online business environment of the insurance industry. Journal of Business Management, 13(4), 864–885. (in persian)
ALIAHMADI, ALIREZA, BONYADI NAEINI, ALI, & Taghavi, Mir Hamid. (2019). Identify the critical factors for sustainable banking success with a mixed approach. MODIRIAT-E-FARDA, 18(60 ), 19-32. SID. https://sid.ir/paper/383597/en (in persian)
Akpan-Obong, P. I., Trinh, M. P., Ayo, C. K., & Oni, A. (2023). E-Governance as good governance? evidence from 15 West African countries. Information Technology for Development, 29(2–3), 256–275.
Batool, S., Gill, S. A., Javaid, S., & Khan, A. J. (2021). Good governance via E-Governance: moving towards digitalization for a digital economy. Review of Applied Management and Social Sciences, 4(4), 823–836.
Calderon-Monge, E., Pastor-Sanz, I., & Garcia, F. J. S. (2020). Analysis of sustainable consumer behavior as a business opportunity. Journal of Business Research, 120, 74–81.
Danaeifard, H., & Emami, S. M. (2007). Strategies of qualitative research: a reflection on grounded theory. Strategic Management Thought, 1(2), 69–97. (in persian)
DeLone, W., Migliorati, D., & Vaia, G. (2018). Digital IT governance. CIOs and the Digital Transformation: A New Leadership Role, 205–230.
Elhoushy, S., & Lanzini, P. (2021). Factors affecting sustainable consumer behavior in the MENA region: A systematic review. Journal of International Consumer Marketing, 33(3), 256–279.
Ellahi, A., Jillani, H., & Zahid, H. (2023). Customer awareness on Green banking practices. Journal of Sustainable Finance & Investment, 13(3), 1377–1393.
Estevez, E., & Janowski, T. (2013). Electronic Governance for Sustainable Development—Conceptual framework and state of research. Government Information Quarterly, 30, S94–S109.
Fay, R. (2019). Digital platforms require a global governance framework. Models for Platform Governance, 27–31.
Grönlund, Å., & Horan, T. A. (2005). Introducing e-gov: history, definitions, and issues. Communications of the Association for Information Systems, 15(1), 39.
Hakimifar, N., Haghighinasab, M., & Rostami, M. R. (2024). Presenting a model of sustainable consumption behavior using nudge theory. Consumer Behav. Stud. J, 10(4), 180–205. (in persian)
Hartanto, D., Dalle, J., Akrim, A., & Anisah, H. U. (2021). Perceived effectiveness of e-governance as an underlying mechanism between good governance and public trust: a case of Indonesia. Digital Policy, Regulation And Governance, 23(6), 598–616.
Hosta, M., & Zabkar, V. (2021). Antecedents of environmentally and socially responsible sustainable consumer behavior. Journal of Business Ethics, 171(2), 273–293.
Idzi, F. M., & Gomes, R. C. (2022). Digital governance: government strategies that impact public services. Global Public Policy and Governance, 2(4), 427–452.
Kaufmann, D., & Vishwanath, T. (2001). Toward transparency: New approaches and their application to financial markets. World Bank Research Observer, 16(1), 41–57.
Kazeminia, M., Khatony, A. R., & Jafari, F. (2022). Assessing Good Governance in the Dimensions of Quality, Effectiveness and Accountability in the Health System of Iran and Selected Countries: A Comparative Study.
Khan, I. U., Hameed, Z., Khan, S. U., & Khan, M. A. (2024). Green banking practices, bank reputation, and environmental awareness: evidence from Islamic banks in a developing economy. Environment, Development and Sustainability, 26(6), 16073–16093.
Lukas, S. (2015). The implementation of good corporate governance and its impact on the financial performance of banking industry listed in IDX. The International Journal of Accounting and Business Society, 23(1), 47–72.
Milfont, T. L., & Markowitz, E. (2016). Sustainable consumer behavior: A multilevel perspective. Current Opinion in Psychology, 10, 112–117.
Periakaruppan, P. (2010). Implementation of e-governance in Madurai city municipal corporation. Department of Political Science of School of Social Sciences of Madurai Kamaraj University, Madurai, Tamilnadu, INDIA.
Rezaei Lori, G., Salajeghe, S., Madahian, S., & Nikpour, A. (2022). Designing a Good Governance Model for Sustainable Development with an Innovative Action Approach. Journal of Innovation Management in Defensive Organization, 5(15), 35–58.(in persian)
Shamshad, M., Sarim, M., Akhtar, A., & Tabash, M. I. (2018). Identifying critical success factors for sustainable growth of Indian banking sector using interpretive structural modeling (ISM). International Journal of Social Economics, 45(8), 1189–1204.
Stephens, B., Caplain, J., Montes, D., & Siegel, M. (2012). Transformation of Banking: Forces, Implications and Actions. Financial Services.
Turlea, E., & Mocanu, M. (2010). Corporate governance in the banking industry. Accounting and Management Information Systems, 9(3), 379.
White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22–49.
Wu, C., Zhou, X., & Song, M. (2016). Sustainable consumer behavior in China: An empirical analysis from the Midwest regions. Journal of Cleaner Production, 134, 147–165.
Yip, A. W. H., & Bocken, N. M. P. (2018). Sustainable business model archetypes for the banking industry. Journal of Cleaner Production, 174, 150–169.
Zarghani, S. H., & Ahmadi, E. (2019). Good Governance in Local States: Decentralization Approach. State Studies, 5(19), 107–138.
Zulfikar, R., Lukviarman, N., Suhardjanto, D., Ismail, T., Dwi Astuti, K., & Meutia, M. (2020). Corporate governance compliance in banking industry: The role of the board. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 137.
Zwahr, T., & Finger, M. (2004). Enhancing the e-Governance Model: Enterprise Architecture as a potential methodology to a holistic framework. International Conference on Politics and Information Systems: Technologies and Applications, 2, 128–133.

Files

History

  • Receive Date: 25 November 2024
  • Revise Date: 30 April 2025
  • Accept Date: 01 May 2025

Share

How to cite

Statistics