Using Mixed-Method to Explore Barriers and Cues to Action in Adoption of Green Banking Practices in Commercial Banks of Pakistan
Purpose: This study adopts a mixed methodology to explore barriers in adopting green banking practices in commercial banks of Pakistan. Design/methodology/approach: The quantitative part includes the primary data collection while the qualitative part includes focus groups discussion. The case has been made that combining qualitative and quantitative methods in a single study can help clarify several sides of the fact under examination, offering a more holistic understanding of it, and bring about some better-suggested policies. Findings: The results reveal that eco-friendly environment, policy guideline, customer ‘s awareness, trust and loyalty, and security and privacy is an important factor in the adoption of green banking. But the factor eco-friendly environment and awareness was found to be more influential as compared to other barriers to the adoption of green banking practices. Practical implications: The banking sector needs to use a hyperactive and intelligent system in dealing with a sustainable future. For sustaining eco safety banking every bank of Pakistan should take innovative steps. Moreover, Pakistan banks should also implement green banking practices in their daily operations and they should also elaborate the financial and social advantages of sustainable banking to important customers of commercial banks. Originality/Value: Different methodologies with different measures can be applied in the future for analyzing the reasons affecting the adoption of green banking in Pakistan.