The green Fintech paradox: understanding the dynamics of green brand positioning and user decision-making in the digital financial landscape
Dewan Mehrab Ashrafi,
Mily Akhter
Abstract:Purpose
The ever-evolving landscape of financial technology (Fintech) has revolutionised payment methods and raised questions about what drives user behaviour in adopting these innovative solutions. This study, using narrative transportation theory as an underpinning theory, aims to investigate into the dynamics of green user behaviour in adopting Fintech payments.
Design/methodology/approach
This study used a deductive approach, and with data obtained from 635 respondents through the purposive sampling tech… Show more
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