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Banken auf dem Holzweg? Eine empirische Untersuchung der Bewertung von Kreditkarten aus Holz

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  • Graf, Erika

Abstract

Um ihren Fokus auf Nachhaltigkeit zu unterstreichen bieten vereinzelte Banken in Deutschland und der Schweiz ihrer Kundschaft seit kurzem Kreditkarten aus Holz. Wie nehmen die Kunden diese Karten in Bezug auf die Nachhaltigkeit der Karte und der Bank wahr? Auf Basis der Hinweis-Konsistenz-Theorie wird die Fragestellung mittels einer Befragung von 85 Studierenden untersucht. Mittels Faktorenanalyse werden die Aussagen zur Nachhaltigkeitseinstellung und zur Erwartung an die Bank verdichtet. Die Regressions-Analysen zeigen, dass Holz-Kreditkarten überwiegend positiv bewertet werden und zwar umso stärker je positiver die Einstellung zur Nachhaltigkeit ist. Die Analyse bestätigt ebenfalls: eine positive Bewertung der Holz-Kreditkarten führt zu einer höheren Erwartung in Bezug auf nachhaltiges Management der Bank. Banken, die Holz-Kreditkarten anbieten müssen diese erhöhten Erwartungen erfüllen können. Andernfalls laufen sie Gefahr mit dem Vorwurf des Greenwashings konfrontiert zu werden, denn einen wesentlichen Beitrag zur Müllvermeidung stellen Kreditkarten nicht dar.

Suggested Citation

  • Graf, Erika, 2021. "Banken auf dem Holzweg? Eine empirische Untersuchung der Bewertung von Kreditkarten aus Holz," Working Paper Series 19, Frankfurt University of Applied Sciences, Faculty of Business and Law.
    • Handle: RePEc:zbw:fhfwps:19
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    1. Riccardo Torelli & Federica Balluchi & Arianna Lazzini, 2020. "Greenwashing and environmental communication: Effects on stakeholders' perceptions," Business Strategy and the Environment, Wiley Blackwell, vol. 29(2), pages 407-421, February.
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    1. Hagen, Tobias & Saki, Siavash & Scheel-Kopeinig, Sabine, 2021. "start2park - determining, explaining and predicting cruising for parking," Working Paper Series 20, Frankfurt University of Applied Sciences, Faculty of Business and Law.

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