Determinants of Consumer Trust in Green FinTech Platforms

The rapid growth of financial technology (FinTech) has created new opportunities to promote environmentally responsible consumption. Yet, little is known about the factors that shape consumer trust in green FinTech platforms, which is crucial for their adoption and long-term impact. This study develops and tests a partial least squares structural equation model (PLS-SEM) integrating sustainability and technology determinants of trust. Survey data from 240 consumers were analyzed. Results show that green transparency, platform security and privacy, and ease of use significantly enhance perceived credibility, while social influence and perceived environmental responsibility increase green perceived value. In turn, perceived credibility reduces perceived risk and promotes trust. Trust is also strengthened by environmental responsibility, green perceived value, and platform innovativeness, but weakened by perceived risk. All hypothesized relationships were statistically significant. The findings highlight the importance of credible sustainability communication, high level security, and social endorsement in building trust for green FinTech services.