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Leveraging structural and behavioral models to promote green consumer credit practices in non-banking financial companies

Author

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  • Sharma, Vikas
  • Rupeika-Apoga, Ramona

Abstract

Despite its growing relevance to sustainability goals, the adoption of green consumer credit remains limited in the non-banking financial sector. This study investigates how non-banking financial companies (NBFCs) can strategically align internal resources and behavioral drivers to explain consumer behavior related to green credit adoption, integrating the resource-based view and the theory of planned behavior. A novel conceptual framework was developed using survey data collected in December 2024 from 347 managers and executives of NBFCs in major Indian cities. Results from partial least squares structural equation modeling, supported by importance–performance map analysis, indicate that financial capital, organizational capabilities, and green technology infrastructure each influence perceived social pressure—a key factor linking institutional readiness with behavioral intention and green credit uptake. These findings emphasize the value of aligning internal strategic resources with behavioral factors to support sustainable finance in the NBFC sector.

Suggested Citation

  • Sharma, Vikas & Rupeika-Apoga, Ramona, 2026. "Leveraging structural and behavioral models to promote green consumer credit practices in non-banking financial companies," Technology in Society, Elsevier, vol. 84(C).
    • Handle: RePEc:eee:teinso:v:84:y:2026:i:c:s0160791x25002738
    DOI: 10.1016/j.techsoc.2025.103083
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