Challenges affecting bank consumers’ intention to adopt green banking technology in the UAE: a UTAUT-based mixed-methods approach (original) (raw)

Journal of Islamic Marketing

Abstract

Purpose Sustainability has become a global need for survival in every field since the side effects of financial development have resulted in environmental devastation. Green banking (GB) has been proposed as a way to reduce the carbon footprint caused by banking operations by promoting paperless financial services through the intensive use of technology. However, the adoption level of GB technology remains unsatisfactory among customers in the United Arab Emirates (UAE). Therefore, using the unified theory of acceptance and use of technology (UTAUT), this study aims to comprehensively investigate the challenges affecting the intention of bank consumers in the UAE to adopt GB technology. Design/methodology/approach This study used exploratory sequential mixed-methods research. Preliminary semi-structured interviews were conducted with ten banking professionals using a purposive sampling technique to explore the challenges affecting consumers’ intention to adopt GB technology. Sequent...

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