Conceptualizing the drivers of sustainable competitive advantage: a qualitative exploration on fintech adoption, sustainability performance and employee green behavior

Purpose Sustainable competitive advantage and employee green behavior are significant issues for financial organizations to stay competitive. This study aims to explore how fintech adoption, sustainability performance and employee green behavior contribute to enhancing sustainable competitive advantage and also investigate how fintech adoption and sustainability performance help to enhance employee green behavior. Design/methodology/approach This study used thematic analysis of a qualitative research design. This data set was gathered through semistructured individual in-depth interviews with 14 bank professionals. Findings The findings identified 5 main themes and 24 subthemes. The results revealed that fintech adoption, sustainability performance and employee green behavior contribute to achieving sustainable competitive advantage. The findings also identified that fintech adoption and sustainability performance help to enhance employee green behavior. Practical implications The findings provide a detailed comprehension of the research framework that could help financial organizations achieve sustainable competitive advantage and enhance employee green behavior for long-term organizational success. Originality/value This study provides a novel framework that informs both academic discourse and practical strategies for integrating technology, sustainability and eco-friendly behavior in organizational contexts. This study establishes fintech adoption, sustainability performance and employee green behavior as strategic resources for financial institutions.