グリーンバンキングの4つの"E"

Abstract

Overview

Since Javelin Strategy & Research extolled the environmental benefits of online banking and bill-pay in 2003 with what we believe was the nation' s first research report on green banking, environmental issues have grown in importance with bank customers. Green-banking habits have yet to take hold, however. That' s largely because consumers aren' t aware of how they can make a difference and partly because financial institutions have yet to find the incentives and action steps that will compel indifferent consumers to join the green parade. Javelin' s analysis suggests that consumers can be divided into three camps - Greens, Moderates and Skeptics - based on their inclination to respond to green marketing and value green banking initiatives.

Primary Questions

• Do consumers value "green" banks?
• What are the risks of green banking?
• Which customers are green, who' s not - and who could be swayed to adopt more eco-friendly banking habits?
• How can banks sculpt marketing campaigns to greenminded customers and those who are ambivalent about such messages?
• Where should banks and credit unions start as they evelop green products?

Methodology

This report is mainly based on data collected online from a random-sample panel of 2,350 households in March 2008. The survey targeted respondents based on representative proportions of gender, age and income as compared to the overall US online population. Overall margin of sampling error is ±2.86 percentage points at the 95% confidence level. Data was supplemented by ten executive interviews of green bankers and green payment providers.

Table of Contents

• Overview
• Primary Questions
• Findings and Analysis
• Methodology
• Executive Summary
• Key Recommendations
  • Educate
  • Enable
  • Make It Easy
  • Be Earnest
• Green Banking Role Models
• Green Banking: It' s a Jungle Out There
• The Risks and Rewards of Green Marketing
• Who' s Green, Who' s Not - And Who Could Be Swayed?
• Why Greens Should Be Targeted
• Don' t Neglect the Moderates
• And Respect the Skeptics' Viewpoint
• Green Banking: Where Should Institutions Start?
• Appendix
• Related Research
• Companies Mentioned

Table of Figures

• Figure 1: Definitions of Greens, Moderates, Skeptics
• Figure 2: All Types of Bankers Agree - For Once
• Figure 3: Green Concerns of Increasing Importance to Americans
• Figure 4: Consumers Positively Affected by FI' s Environmental Activities
• Figure 5: Greens Are Hotter on All Environmental Activities
• Figure 6: Even among Greens, Many Still Need to Adopt Paperless
• Figure 7: Greens Motivated by Impact on Earth vs. Moderates
• Figure 8: Greens Have a Warm Relationship with their Banks
• Figure 9: Greens, Moderates and Skeptics, by Gender
• Figure 10: Likelihood to Own Financial Products by Type of Green Banker
• Figure 11: Satisfaction with- and Reasons for Switching Banks by Type of Green Banker
• Figure 12: Likelihood to Use Bill Pay and Mobile Banking Services by Type of Green Banker
• Figure 13: Paper Statement Turnoff by Type of Green Banker
• Figure 14: Greens Touch their FIs More Often, Typically through Less Costly Channels
• Figure 15: Greens Enjoy Stickier Online Bill Payment Services
• Figure 16: Top Green Motivator for Online Bill Viewing
• Figure 17: Green Bankers Find Alerts "Extremely" Useful
• Figure 18: Moderates Demand Discounts; Greens Desire Services
• Figure 19: One in Five Skeptics Need to Be Banked
• Figure 20: Many Skeptics Do Not Regularly Pay Any Bills Online
• Figure 21: Green Credit Card Offerings
• Figure 22: Top Paper Turnoff Motivators
• Figure 23: Females Are More Motivated by Green Concerns
• Figure 24: Consumers Most Want FIs to Set the Example behind the Curtain
• Figure 25: Greens Have Fewer Financial Products than Moderates
• Figure 26: What Motivates Skeptics to View More Bills Online
• Figure 27: Consumers Are More Likely to Do Business with Environmental Leaders