Determinants of Greek Banking Customers’ Intention to Use AI-Based Green Fintech Solutions

As Artificial Intelligence (AI) becomes increasingly integrated into financial services, its alignment with sustainability goals has given rise to a new domain: Green FinTech. This study investigates the Behavioural Intention (BI) of Greek banking customers to adopt AI chatbots in the context of sustainable digital finance. Building upon the Unified Theory of Acceptance and Use of Technology (UTAUT), the proposed model incorporates additional constructs, i.e., Trust, Digital AI Literacy (DAIL), Environmental Concern (ENC), and Consumer Social Responsibility (CnSR), to examine the behavioural intention (BI) to use AI chatbots in the context of sustainable digital finance. Unlike prior UTAUT-based research, which has mainly examined AI, FinTech, or chatbot adoption separately or in different contexts, the present study develops and empirically tests an extended green-oriented UTAUT model that integrates technological, environmental, and ethical dimensions within a single framework. In this way, the study addresses a geographical, contextual, and model-specific gap in the literature, as research on AI chatbot adoption in Green FinTech remains limited, particularly in the Greek banking context. The target population for this study consists of educated, working-age adults who have already used an AI chatbot for a banking transaction in the context of e-banking services. A structured questionnaire was administered to a sample of 209 users of AI chatbots in the banking context. Using Structural Equation Modelling (SEM) and factor analysis via Principal Component Analysis (PCA) in conjunction with orthogonal rotation (VARIMAX), the results show that Green Performance Expectancy (GPE), Green Effort Expectancy (GEE), Digital AI Literacy (DAIL), and Trust significantly influence Behavioural Intention (BI). Consumer Social Responsibility (CnSR) also has an indirect impact via Green Social Influence (GSI). The study extends UTAUT in the Green FinTech context by integrating sustainability- and AI chatbot usage-related constructs, showing that Green Performance Expectancy and trust are the strongest drivers of bank customers’ behavioural intention to use AI chatbots. The study therefore contributes theoretically by extending UTAUT into a green-oriented framework that captures sustainability-related and ethical drivers of AI chatbot adoption in banking, rather than examining technology-use determinants alone. More specifically, it explains AI chatbot adoption in Green FinTech through a unified framework that combines core UTAUT variables with Trust, Digital AI Literacy, Environmental Concern, and Consumer Social Responsibility in the underexplored context of Greek banking.