IDEAS home Printed from https://ideas.repec.org/a/kap/jbuset/v155y2019i3d10.1007_s10551-017-3491-9.html
   My bibliography  Save this article

Coming Out of the Niche? Social Banking in Germany: An Empirical Analysis of Consumer Characteristics and Market Size

Author

Listed:
  • Kathleen Krause

    (Alanus University of Arts and Social Sciences)

  • Dirk Battenfeld

    (Alanus University of Arts and Social Sciences)

Abstract

The social banking market constitutes a small but rapidly growing submarket of the global banking sector. Due to an explicit commitment to sustainability, social banking is a segment of banking services which is not exclusively focused on economic performance criteria, but pursues ecological and social goal dimensions on an equal footing. Information on the number and reachability of potential social banking customers is essential for social banks to further promote sustainable consumption in finance. In scientific research, social banking is considered a relatively new field, still lacking empirical analyses regarding the market size and specific consumer behaviour. This study addresses the research gap by generating first insights into the German social banking market. Based on an online survey using an adaptive conjoint analysis, a large data set covering 3537 respondents was compiled. Sample 1 comprises 2896 respondents who are customers of three major social banks in Germany. Sample 2 covers the remaining 641 respondents who represent the German adult population and exclusively buy from conventional banks. Logistic regression modelling reveals that social banking customers differ significantly from their conventional counterparts regarding several socio-demographic, behavioural and psychographic factors. In comparison with conventional banking customers, social banking customers tend to be younger, higher educated and located in larger places of residence. Contrary to existing research on socially responsible investors, they are male to a higher proportion than female. Moreover, social banking customers demonstrate stronger sustainable buying patterns and weaker preferences for financial, but stronger preferences for social return than conventional banking customers. The results further indicate a considerable untapped growth potential for social banks by uncovering a market size ranging between 10 and 26% of the German adult population. Finally, suggestions for marketing strategies and future research are given.

Suggested Citation

  • Kathleen Krause & Dirk Battenfeld, 2019. "Coming Out of the Niche? Social Banking in Germany: An Empirical Analysis of Consumer Characteristics and Market Size," Journal of Business Ethics, Springer, vol. 155(3), pages 889-911, March.
    • Handle: RePEc:kap:jbuset:v:155:y:2019:i:3:d:10.1007_s10551-017-3491-9
    DOI: 10.1007/s10551-017-3491-9
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10551-017-3491-9
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s10551-017-3491-9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jeffery Bray & Nick Johns & David Kilburn, 2011. "An Exploratory Study into the Factors Impeding Ethical Consumption," Journal of Business Ethics, Springer, vol. 98(4), pages 597-608, February.
    2. Elisabeth Paulet & Mia Parnaudeau & Francesc Relano, 2015. "Banking with Ethics: Strategic Moves and Structural Changes of the Banking Industry in the Aftermath of the Subprime Mortgage Crisis," Post-Print hal-01370236, HAL.
    3. Mackenzie, Craig & Lewis, Alan, 1999. "Morals and Markets: The Case of Ethical Investing," Business Ethics Quarterly, Cambridge University Press, vol. 9(3), pages 439-452, July.
    4. John Tippet & Philomena Leung, 2001. "Defining Ethical Investment and its Demography in Australia," Australian Accounting Review, CPA Australia, vol. 11(25), pages 44-55, November.
    5. Arnim Wiek & Olaf Weber, 2014. "Sustainability challenges and the ambivalent role of the financial sector," Journal of Sustainable Finance & Investment, Taylor & Francis Journals, vol. 4(1), pages 9-20, January.
    6. Wu, Meng-Wen & Shen, Chung-Hua, 2013. "Corporate social responsibility in the banking industry: Motives and financial performance," Journal of Banking & Finance, Elsevier, vol. 37(9), pages 3529-3547.
    7. Elisabeth Paulet & Mia Parnaudeau & Francesc Relano, 2015. "Banking with Ethics: Strategic Moves and Structural Changes of the Banking Industry in the Aftermath of the Subprime Mortgage Crisis," Post-Print hal-01507995, HAL.
    8. Gregor Dorfleitner & Sebastian Utz, 2014. "Profiling German-speaking socially responsible investors," Qualitative Research in Financial Markets, Emerald Group Publishing Limited, vol. 6(2), pages 118-156, July.
    9. Starr, Martha A., 2009. "The social economics of ethical consumption: Theoretical considerations and empirical evidence," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 38(6), pages 916-925, December.
    10. Leire San-Jose & Jose Retolaza & Jorge Gutierrez-Goiria, 2011. "Are Ethical Banks Different? A Comparative Analysis Using the Radical Affinity Index," Journal of Business Ethics, Springer, vol. 100(1), pages 151-173, April.
    11. Michal Carrington & Benjamin Neville & Gregory Whitwell, 2010. "Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers," Journal of Business Ethics, Springer, vol. 97(1), pages 139-158, November.
    12. Lewis, Alan, 2001. "A focus group study of the motivation to invest: 'ethical/green' and 'ordinary' investors compared," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 30(4), pages 331-341.
    13. Vithala R. Rao, 2014. "Applied Conjoint Analysis," Springer Books, Springer, edition 127, number 978-3-540-87753-0, June.
    14. Eva Hofmann & Erik Hoelzl & Erich Kirchler, 2008. "A Comparison of Models Describing the Impact of Moral Decision Making on Investment Decisions," Journal of Business Ethics, Springer, vol. 82(1), pages 171-187, September.
    15. Sebastian Koos, 2011. "Varieties of Environmental Labelling, Market Structures, and Sustainable Consumption Across Europe: A Comparative Analysis of Organizational and Market Supply Determinants of Environmental-Labelled Go," Journal of Consumer Policy, Springer, vol. 34(1), pages 127-151, March.
    16. Simon Cornée & Panu Kalmi & Ariane Szafarz, 2016. "Selectivity and Transparency in Social Banking: Evidence from Europe," Journal of Economic Issues, Taylor & Francis Journals, vol. 50(2), pages 494-502, April.
    17. Torgler, Benno & Garcia-Valinas, Maria A., 2007. "The determinants of individuals' attitudes towards preventing environmental damage," Ecological Economics, Elsevier, vol. 63(2-3), pages 536-552, August.
    18. William Pasewark & Mark Riley, 2010. "It’s a Matter of Principle: The Role of Personal Values in Investment Decisions," Journal of Business Ethics, Springer, vol. 93(2), pages 237-253, May.
    19. Roland Benedikter, 2011. "Social Banking and Social Finance," SpringerBriefs in Business, Springer, number 978-1-4419-7774-8, October.
    20. Thomas Koellner & Olaf Weber & Marcus Fenchel & Roland Scholz, 2005. "Principles for sustainability rating of investment funds," Business Strategy and the Environment, Wiley Blackwell, vol. 14(1), pages 54-70, January.
    21. Michael Luchs & Todd Mooradian, 2012. "Sex, Personality, and Sustainable Consumer Behaviour: Elucidating the Gender Effect," Journal of Consumer Policy, Springer, vol. 35(1), pages 127-144, March.
    22. Elisabeth Paulet & Miia Parnaudeau & Francesc Relano, 2015. "Banking with Ethics: Strategic Moves and Structural Changes of the Banking Industry in the Aftermath of the Subprime Mortgage Crisis," Journal of Business Ethics, Springer, vol. 131(1), pages 199-207, September.
    23. Nina Hampl & Moritz Loock, 2013. "Sustainable Development in Retailing: What is the Impact on Store Choice?," Business Strategy and the Environment, Wiley Blackwell, vol. 22(3), pages 202-216, March.
    24. Olaf Weber, 2014. "The financial sector's impact on sustainable development," Journal of Sustainable Finance & Investment, Taylor & Francis Journals, vol. 4(1), pages 1-8, January.
    25. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
    26. Roberts, James A., 1996. "Green Consumers in the 1990s: Profile and Implications for Advertising," Journal of Business Research, Elsevier, vol. 36(3), pages 217-231, July.
    27. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74, pages 132-132.
    28. Brécard, Dorothée & Hlaimi, Boubaker & Lucas, Sterenn & Perraudeau, Yves & Salladarré, Frédéric, 2009. "Determinants of demand for green products: An application to eco-label demand for fish in Europe," Ecological Economics, Elsevier, vol. 69(1), pages 115-125, November.
    29. Wittink, Dick R & Krishnamurthi, Lakshman & Nutter, Julia B, 1982. "Comparing Derived Importance Weights Across Attributes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(4), pages 471-474, March.
    30. Derek W. Thompson & Roy C. Anderson & Eric N. Hansen & Lynn R. Kahle, 2010. "Green segmentation and environmental certification: insights from forest products," Business Strategy and the Environment, Wiley Blackwell, vol. 19(5), pages 319-334, July.
    31. Roland Benedikter, 2011. "Social Banking and Social Finance," SpringerBriefs in Business, in: Social Banking and Social Finance, pages 1-128, Springer.
    32. Joakim Sandberg & Carmen Juravle & Ted Hedesström & Ian Hamilton, 2009. "The Heterogeneity of Socially Responsible Investment," Journal of Business Ethics, Springer, vol. 87(4), pages 519-533, July.
    33. Bauer, Rob & Smeets, Paul, 2015. "Social identification and investment decisions," Journal of Economic Behavior & Organization, Elsevier, vol. 117(C), pages 121-134.
    34. Olaf Weber & Michael Diaz & Regina Schwegler, 2014. "Corporate Social Responsibility of the Financial Sector – Strengths, Weaknesses and the Impact on Sustainable Development," Sustainable Development, John Wiley & Sons, Ltd., vol. 22(5), pages 321-335, September.
    35. Kostakis, I. & Sardianou, E., 2012. "Which factors affect the willingness of tourists to pay for renewable energy?," Renewable Energy, Elsevier, vol. 38(1), pages 169-172.
    36. Diamantopoulos, Adamantios & Schlegelmilch, Bodo B. & Sinkovics, Rudolf R. & Bohlen, Greg M., 2003. "Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation," Journal of Business Research, Elsevier, vol. 56(6), pages 465-480, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Simon Cornée & Panu Kalmi & Ariane Szafarz, 2020. "The Business Model of Social Banks," Kyklos, Wiley Blackwell, vol. 73(2), pages 196-226, May.
    2. Nicoleta Andreea Neacșu & Carmen Elena Anton & Camelia Mirela Baba & Anca Popescu, 2023. "Financial and Banking Education of Consumers in the Context of Sustainable Development Society," Sustainability, MDPI, vol. 15(13), pages 1-22, June.
    3. Simon Cornée & Anastasia Cozarenco & Ariane Szafarz, 2023. "The Changing Role of Banks in the Financial System: Social Versus Conventional Banks," Palgrave Macmillan Studies in Banking and Financial Institutions, in: Chrysovalantis Gaganis & Fotios Pasiouras & Menelaos Tasiou & Constantin Zopounidis (ed.), Sustainable Finance and ESG, pages 1-25, Palgrave Macmillan.
    4. Simon Cornée & Marc Jegers & Ariane Szafarz & Simon Cornée & Marc Jegers & Ariane Szafarz, 2022. "Feasible Institutions of Social Finance: A Taxonomy," Journal of Institutional and Theoretical Economics (JITE), Mohr Siebeck, Tübingen, vol. 178(3), pages 280-310.
    5. Nikolas Höhnke, 2020. "Doing Good or Avoiding Evil? An Explorative Study of Depositors’ Reasons for Choosing Social Banks in the Pre and Post Crisis Eras," Sustainability, MDPI, vol. 12(23), pages 1-26, December.
    6. Marc Ringel & Saranda Mjekic, 2023. "Analyzing the Role of Banks in Providing Green Finance for Retail Customers: The Case of Germany," Sustainability, MDPI, vol. 15(11), pages 1-24, May.
    7. Richard Bofinger & Simon Cornée & Ariane Szafarz, 2024. "When in Rome, Do as the Romans Do: Disclosure Regulation and ESG Fund Management by Social and Conventional Banks," Working Papers CEB 24-003, ULB -- Universite Libre de Bruxelles.
    8. Kathleen Jacobs & Jacob Hörisch, 2022. "The importance of product lifetime labelling for purchase decisions: Strategic implications for corporate sustainability based on a conjoint analysis in Germany," Business Strategy and the Environment, Wiley Blackwell, vol. 31(4), pages 1275-1291, May.
    9. Andreea-Daniela Moraru & Margareta Ilie, 2021. "Towards Sustainability in Banking Services Development. Customer Satisfaction with Banking Services – Influences and Perspectives," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 842-848, December.
    10. Simon Cornée & Anastasia Cozarenco & Ariane Szafarz, 2023. "The Changing Role of Banks in the Financial System: Social Versus Conventional Banks," Palgrave Macmillan Studies in Banking and Financial Institutions, in: Chrysovalantis Gaganis & Fotios Pasiouras & Menelaos Tasiou & Constantin Zopounidis (ed.), Sustainable Finance and ESG, pages 1-25, Palgrave Macmillan.
    11. Paweł Dec & Piotr Masiukiewicz, 2021. "Socially Responsible Financial Products as a Contribution of Financial Institutions to Sustainable Development," Sustainability, MDPI, vol. 13(6), pages 1-10, March.
    12. Migliavacca, Milena & Patel, Ritesh & Paltrinieri, Andrea & Goodell, John W., 2022. "Mapping impact investing: A bibliometric analysis," Journal of International Financial Markets, Institutions and Money, Elsevier, vol. 81(C).
    13. Zhao, Xin & Xu, Yong & Vasa, László & Shahzad, Umer, 2023. "Entrepreneurial ecosystem and urban innovation: Contextual findings in the lens of sustainable development from China," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    14. Juan J. Nájera-Sánchez, 2019. "A Systematic Review of Sustainable Banking through a Co-Word Analysis," Sustainability, MDPI, vol. 12(1), pages 1-23, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Simon Cornée & Anastasia Cozarenco & Ariane Szafarz, 2023. "The Changing Role of Banks in the Financial System: Social Versus Conventional Banks," Palgrave Macmillan Studies in Banking and Financial Institutions, in: Chrysovalantis Gaganis & Fotios Pasiouras & Menelaos Tasiou & Constantin Zopounidis (ed.), Sustainable Finance and ESG, pages 1-25, Palgrave Macmillan.
    2. Simon Cornée & Anastasia Cozarenco & Ariane Szafarz, 2023. "The Changing Role of Banks in the Financial System: Social Versus Conventional Banks," Palgrave Macmillan Studies in Banking and Financial Institutions, in: Chrysovalantis Gaganis & Fotios Pasiouras & Menelaos Tasiou & Constantin Zopounidis (ed.), Sustainable Finance and ESG, pages 1-25, Palgrave Macmillan.
    3. Felipe Arias Fogliano de Souza Cunha & Erick Meira & Renato J. Orsato, 2021. "Sustainable finance and investment: Review and research agenda," Business Strategy and the Environment, Wiley Blackwell, vol. 30(8), pages 3821-3838, December.
    4. Nikolas Höhnke, 2020. "Doing Good or Avoiding Evil? An Explorative Study of Depositors’ Reasons for Choosing Social Banks in the Pre and Post Crisis Eras," Sustainability, MDPI, vol. 12(23), pages 1-26, December.
    5. María Eulalia Serrano Pérez, 2017. "SEBI index: Measuring the commitment to the principles of social banking," Contaduría y Administración, Accounting and Management, vol. 62(4), pages 1393-1407, Octubre-D.
    6. Gregor Dorfleitner & Mai Nguyen, 2016. "Which proportion of SR investments is enough? A survey-based approach," Business Research, Springer;German Academic Association for Business Research, vol. 9(1), pages 1-25, April.
    7. Sue Hornibrook & Claire May & Andrew Fearne, 2015. "Sustainable Development and the Consumer: Exploring the Role of Carbon Labelling in Retail Supply Chains," Business Strategy and the Environment, Wiley Blackwell, vol. 24(4), pages 266-276, May.
    8. Mario La Torre & Helen Chiappini (ed.), 2020. "Contemporary Issues in Sustainable Finance," Palgrave Studies in Impact Finance, Palgrave Macmillan, number 978-3-030-40248-8, December.
    9. María del Carmen Valls Martínez & Salvador Cruz Rambaud & Isabel María Parra Oller, 2020. "Sustainable and conventional banking in Europe," PLOS ONE, Public Library of Science, vol. 15(2), pages 1-23, February.
    10. Kladakis, George & Chen, Lei & Bellos, Sotirios K., 2023. "Ethical bank disclosures and liquidity creation," Journal of International Financial Markets, Institutions and Money, Elsevier, vol. 84(C).
    11. Hamidi, M. Luthfi & Worthington, Andrew C., 2018. "Islamic Social Banking: The Way Forward," Jurnal Ekonomi Malaysia, Faculty of Economics and Business, Universiti Kebangsaan Malaysia, vol. 52(1), pages 179-190.
    12. Volker Lingnau & Florian Fuchs & Florian Beham, 2022. "The link between corporate sustainability and willingness to invest: new evidence from the field of ethical investments," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 33(3), pages 335-369, September.
    13. Francesc Relano, 2015. "Disambiguating the concept of social banking," Post-Print hal-01507875, HAL.
    14. Gunnar Gutsche & Bernhard Zwergel, 2016. "Information barriers and SRI market participation – Can sustainability and transparency labels help?," MAGKS Papers on Economics 201624, Philipps-Universität Marburg, Faculty of Business Administration and Economics, Department of Economics (Volkswirtschaftliche Abteilung).
    15. Anett Wins & Bernhard Zwergel, 2016. "Comparing those who do, might and will not invest in sustainable funds: a survey among German retail fund investors," Business Research, Springer;German Academic Association for Business Research, vol. 9(1), pages 51-99, April.
    16. Ana Rita S. C. Azevedo & Fernando A. F. Ferreira, 2019. "Analyzing the dynamics behind ethical banking practices using fuzzy cognitive mapping," Operational Research, Springer, vol. 19(3), pages 679-700, September.
    17. Francesco Gangi & Jérôme Méric & Rémi Jardat & Lucia Michela Daniele, 2019. "Business for society," Post-Print hal-02382307, HAL.
    18. Simon Cornée & Ariane Szafarz, 2018. "How Costly is Social Screening? Evidence from the Banking Industry," Economics Bulletin, AccessEcon, vol. 38(1), pages 532-540.
    19. Simon Cornée & Panu Kalmi & Ariane Szafarz, 2020. "The Business Model of Social Banks," Kyklos, Wiley Blackwell, vol. 73(2), pages 196-226, May.
    20. Gunnar Gutsche & Bernhard Zwergel, 2020. "Investment Barriers and Labeling Schemes for Socially Responsible Investments," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 72(2), pages 111-157, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:jbuset:v:155:y:2019:i:3:d:10.1007_s10551-017-3491-9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.