The green Fintech paradox: understanding the dynamics of green brand positioning and user decision-making in the digital financial landscape

IF 1.8 Q3 MANAGEMENT
Dewan Mehrab Ashrafi, Mily Akhter
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引用次数: 0

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 technique, partial least squares structural equation modelling was employed to yield significant insights.

Findings

The study found a positive association between green brand positioning and product differentiation. However, it unexpectedly didn't impact user attitudes towards Fintech payments. Green brand image and perceived performance positively influenced product differentiation. Perceived product differentiation fully mediated the association between green brand positioning and user attitudes. The study introduced fear of missing out's (FOMO) moderating role, enriching eco-conscious marketing insights and user behaviour understanding.

Research limitations/implications

This study reveals crucial implications for marketers, policymakers and user experience (UX) designers operating within the Fintech industry. It emphasises green brand positioning's impact on product differentiation, user attitudes and its mediating role. It advocates for sustainability integration, innovation, strategic messaging and user-centric improvements to optimise user perceptions and competitiveness in the evolving Fintech landscape. The study's cross-sectional design may limit the ability to establish causal relationships over time and overlook temporal changes in green Fintech adoption dynamics; thus, longitudinal studies are warranted to better understand the evolving nature of user attitudes and behaviours towards green Fintech payments.

Originality/value

This study adds novelty to the existing body of literature by introducing the dimension of innovation appeal to green brand positioning and employing narrative transportation theory in the Fintech realm. The findings also add novelty by highlighting the moderating impact of fear of missing out in predicting the association between green brand positioning and product differentiation in the realm of green Fintech and green use behaviour.

绿色金融科技悖论:了解数字金融领域绿色品牌定位和用户决策的动态变化
目的 金融科技(Fintech)的不断发展彻底改变了支付方式,同时也引发了用户在采用这些创新解决方案时的行为驱动力问题。本研究以叙事运输理论为基础理论,旨在探究绿色用户在采用金融科技支付方式时的行为动态。本研究采用演绎法,通过目的性抽样技术从 635 名受访者中获取数据,并采用偏最小二乘结构方程模型得出重要见解。研究结果本研究发现,绿色品牌定位与产品差异化之间存在正相关。然而,出乎意料的是,这并不影响用户对金融科技支付的态度。绿色品牌形象和感知性能对产品差异化有积极影响。感知到的产品差异化对绿色品牌定位和用户态度之间的关联起到了完全的中介作用。本研究引入了 "害怕错过"(FOMO)的调节作用,丰富了生态意识营销洞察和用户行为理解。 研究局限/意义 本研究揭示了对金融科技行业营销人员、政策制定者和用户体验(UX)设计师的重要影响。它强调了绿色品牌定位对产品差异化、用户态度及其中介作用的影响。它倡导可持续发展的整合、创新、战略信息传递和以用户为中心的改进,以优化用户感知和在不断发展的金融科技领域的竞争力。本研究的横断面设计可能会限制建立随时间推移的因果关系的能力,并忽略绿色金融科技采用动态的时间变化;因此,有必要进行纵向研究,以更好地了解用户对绿色金融科技支付的态度和行为的演变性质。 原创性/价值 本研究通过在绿色品牌定位中引入创新吸引力维度,并在金融科技领域采用叙事运输理论,为现有文献增添了新意。研究结果还强调了 "害怕错过 "在预测绿色金融科技领域的绿色品牌定位和产品差异化与绿色使用行为之间的关联方面的调节作用,从而增加了新意。
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来源期刊
CiteScore
5.50
自引率
12.50%
发文量
52
期刊介绍: Journal of Modelling in Management (JM2) provides a forum for academics and researchers with a strong interest in business and management modelling. The journal analyses the conceptual antecedents and theoretical underpinnings leading to research modelling processes which derive useful consequences in terms of management science, business and management implementation and applications. JM2 is focused on the utilization of management data, which is amenable to research modelling processes, and welcomes academic papers that not only encompass the whole research process (from conceptualization to managerial implications) but also make explicit the individual links between ''antecedents and modelling'' (how to tackle certain problems) and ''modelling and consequences'' (how to apply the models and draw appropriate conclusions). The journal is particularly interested in innovative methodological and statistical modelling processes and those models that result in clear and justified managerial decisions. JM2 specifically promotes and supports research writing, that engages in an academically rigorous manner, in areas related to research modelling such as: A priori theorizing conceptual models, Artificial intelligence, machine learning, Association rule mining, clustering, feature selection, Business analytics: Descriptive, Predictive, and Prescriptive Analytics, Causal analytics: structural equation modeling, partial least squares modeling, Computable general equilibrium models, Computer-based models, Data mining, data analytics with big data, Decision support systems and business intelligence, Econometric models, Fuzzy logic modeling, Generalized linear models, Multi-attribute decision-making models, Non-linear models, Optimization, Simulation models, Statistical decision models, Statistical inference making and probabilistic modeling, Text mining, web mining, and visual analytics, Uncertainty-based reasoning models.
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