Navigating Designation-Based Challenges in Advancing Eco-Friendly Banking Practices: An Analytical Examination of the Punjab National Bank (PNB).

Abstract

Purpose of the study:

The focus of this inquiry is to analyze the obstacles encountered by Punjab National Bank (PNB) regarding the marketing and promotion of sustainable banking offerings. Specifically, the research seeks to comprehend the barriers that obstruct the efficacious promotion and acceptance of green banking products within PNB. Furthermore, it aims to analyze how these obstacles differ among employees holding various designations, encompassing both managerial and operational tiers. Lastly, the study intends to furnish actionable recommendations to enhance marketing effectiveness and the overall acceptance of green banking products by addressing the challenges specific to different designations.

Design/ Methodology:

A structured questionnaire was used to carry out the survey. Data were gathered using both offline and online methods. Data were gathered online using Google Forms. Participants were chosen using random sampling and convenience sampling methods. A total of 30 replies from Punjab National Bank employees in Bangalore urban and rural regions were used for data analysis.

Findings:

The comprehensive study reveals with great clarity that the esteemed PNB, in its noble pursuit of advancing the principles of green banking, finds itself grappling with a myriad of formidable hurdles, which can largely be traced back to a notable lack of awareness among stakeholders, the looming spectre of potentially heightened financial burdens, the constraining shackles of regulatory limitations and the multifaceted technological barriers that stand in the way; moreover, it is important to note that a variety of discrepancies in the nature of these challenges have been observed, significantly influenced by the differing roles and designations of employees within the organization.

Limitations:

The present investigation is confined to the PNB branches within the urban and rural locales of Bangalore, thereby potentially neglecting the multifaceted challenges encountered in alternative regions. A restricted cohort of employees was surveyed, which may not adequately encapsulate the diverse viewpoints of the entire PNB workforce. The process of data collection transpired over a brief timeframe, possibly failing to capture long-term trends or seasonal fluctuations pertaining to the challenges of green banking. This research is contingent upon employee feedback, which may be subject to personal biases or reluctance to reveal specific concerns. Regulatory modifications occurring during or subsequent to the study period may influence the temporal relevance of the findings. The investigation predominantly focuses on internal employee viewpoints, with minimal consideration of the challenges faced by customers in the adoption of green banking products.

Originality Value:

This comprehensive investigation presents distinctive and valuable insights pertaining to the various challenges associated with the designation-based framework that impact the marketing strategies employed for promoting green banking initiatives at Punjab National Bank (PNB), while simultaneously offering pragmatic and actionable recommendations aimed at significantly enhancing both the adoption rates and overall effectiveness of these environmentally sustainable practices, thereby contributing positively to the broader domain of sustainable banking practices as well as formulating employee-specific strategies that are tailored to align with these objectives.