The Role of ESG Awareness in Green FinTech Adoption Among Generation Z: Evidence from Saudi Arabia
Year: 2026
Type: article
Study design: Observational Study
Abstract: In this study, we examine how Environmental, Social, and Governance (ESG) awareness influences Generation Z’s adoption of Green FinTech services, especially in digitally emerging economies such as Saudi Arabia. Drawing on an extended model of the Unified Theory of Acceptance and Use of Technology (UTAUT), ESG awareness is conceptualized as both a direct predictor and a contextual moderator by surveying 347 users and analyzing the data using PLS-SEM. The results show that ESG awareness significantly enhances behavioral intention to adopt Green FinTech among Gen Z users. In addition, ESG awareness strengthens the effects of the UTAUT adoption predictors. The study contributes to the sustainability field by integrating ESG cognition into technology adoption theory. In addition, the study provides insights for decision makers and regulators who aim to increase and promote the adoption of sustainable FinTech and digital services.
Source: Sustainability
DOI: 10.3390/su18105189
Author: Yazan Alnsour
Institution: Prince Mohammad bin Fahd University
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
SDG: Climate action
Open Access status: gold
Estimated APC paid: $2,896
OpenAlex ID: W7161978221