An Empirical Study of Behavioural Intention and Use Behaviour of Mobile Banking in Rural Gujarat

This research investigates what affects sustainable development in rural areas of Gujarat by evaluating the impact of consumer conduct, intentions towards behavior, trust perceived and social influence; 412 participants were surveyed with the help of SEM (Structural Equation Modelling) and regression analysis was performed. The results revealed that user behavior, behavioral intention, perceived trust and social impacts are all important determinants for sustainable development. More specifically higher levels of user behaviors; positive intentions to act environmentally friendly; greater confidence in others’ reliability or competence as well as wider effects caused by individuals’ relations with their neighbors or friends have been found to be correlated with more progress toward sustainability. These findings highlight the significance of involving people and building trust among them when it comes to promoting green initiatives at local level. Organizations need to concentrate on increasing customer involvement programs and establishing faith between different groups so as to quicken sustainable growth attempts. Taking into account these factors during planning can help organizations achieve better environmental outcomes while also benefiting society as whole thus accelerating progress towards sustainability.

Objective: The goal of this study is to investigate user behavior, behavioral intentions, perceived trust, and social influence as they affect sustainable development in rural Gujarat through mobile banking adoption among people living in the area.

Originality/Value: This research makes a contribution to existing literature by examining how the adoption of mobile banking can be used to promote sustainable development in rural areas particularly within Gujarat state of India.

Findings and Implications: According to the research, sustainable development is influenced by user behavior, intention, trust and social influence. Fast-tracking sustainability programs require higher levels of end-user involvement as well as the establishment of stakeholder credibility. Companies need to concentrate their efforts on amplifying consumer interaction with nature-enhancing services for better outcomes towards the environment.