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Exploring the Dynamic Impact of Green Innovation and Fintech Adoption on Sustainable Performance: The Mediating Role of Artificial Intelligence Adoption

Author

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  • Rehman, Laiba
  • Ramzan, Muhammad
  • Nasir, Imtiaz Ahmed
  • Kouser, Rehana

Abstract

Purpose: The purpose of this study is to investigate the primary objectives of achieving a sustainable future, more innovative and creative organizations are focusing on adopting various strategy combinations, such as fin tech adoption (FA) and green innovation (GI).Design/Methodology/Approach: The study uses structural equation modeling with a simple random sample of 321 respondents to evaluate the impacts of green innovation Fintech adoption on sustainable performance with mediating effect of artificial intelligence adoption. The research shows how these variables are intricately related to one another and offer important new understandings of how green innovation, Fintech adoption, and artificial intelligence interact to achieve sustainable performance goals.Findings: The result shows that (GI), (FA), (AIA) positively influence the (SP). The study results show that the adoption of green innovation is identified as the most critical component through which sustainable performance (SP) can be improved in the industrial field.Implications/Originality/Value: In addition, this study investigates numerous implications for regulators, practitioners policymakers. The most important insight is that to enhance the external validity of the study findings, robust data collection strategies and rigorous validation processes should be developed as essential components of data validity and reliability.

Suggested Citation

  • Rehman, Laiba & Ramzan, Muhammad & Nasir, Imtiaz Ahmed & Kouser, Rehana, 2025. "Exploring the Dynamic Impact of Green Innovation and Fintech Adoption on Sustainable Performance: The Mediating Role of Artificial Intelligence Adoption," Sustainable Business and Society in Emerging Economies, CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan, vol. 7(3), pages 563-580, September.
    • Handle: RePEc:src:sbseec:v:7:y:2025:i:3:p:563-580
    DOI: http://doi.org/10.26710/sbsee.v7i3.3460
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