Difficulties Facing Libyan Commercial Banks in Marketing Green Banking

Abstract

The study aimed to shed light on the difficulties facing Aman Bank in marketing green banking . The descriptive analytical approach Was used ,Where a questionnaire Was designed and distributed to a random sample of employees working in the bank under study (Aman Bank) . The social package program spss was used. In analyzing the primary data contained in the questionnaire.

 The study found that there are difficulties that prevent the bank under study (Aman Bank ) from adopting green banking marketing .

These difficulties represent the absence of government support to obtain the necessary licenses to regulate investments in green environmental projects, difficulties related to not allocating financial sums to keep pace with modern developments in the marketing of green banking ,and difficulties related to the lack of awareness among employees about green banking .And the difficulties of shifting towards a sustainable environment .

Through the weak modernization of the banks technical systems and infrastructure. The study also reached a number of recommendations, including; working to support the granting of laws and licensing. necessary to organize investments for green projects and spread awareness and understanding about the topic under study for employees to address the difficulties and challenges facing banks in marketing green banking and direct efforts towards developing and improving strategies and processes related to marketing green banking by the senior managements of Libyan banks and  developing legal structures and helping to identify the main priorities and needs that Emphasis must be placed on promoting green banking to help increase transparency and accountability in the banking sector, enhance confidence be tween banks customers and investors, help stimulate innovation and develop effective solutions to overcome the difficulties facing banks in marketing banking green.