Green FinTech: A Consumer Awareness Study

Environmental protection is a core component of the sustainable business practices of financial institutions. Previous research on green FinTech mainly relies on gas and dust emissions data to show its environmental impact, while consumer assessments of FinTech’s contribution to sustainability are rarely explored. This study aims to investigate the level of consumer awareness regarding the environmental impact of FinTech companies and to identify cross-country differences in these assessments. The empirical data were obtained from a survey conducted in mid-2023, involving 2000 respondents from the United Kingdom, Germany, Poland, and Ukraine. This study employs descriptive statistics and selected statistical tests, which enabled the identification of two main findings. Firstly, the survey results reveal a generally low level of awareness of the green activities undertaken by FinTech companies across all four countries. Secondly, statistically significant differences were found in the assessment of the environmental impact of FinTech companies, with respondents from the United Kingdom and Poland being the most likely to perceive this impact as positive. Due to the benefits of sustainable development for both society and the environment, it is essential that the FinTech sector intensifies its pro-environmental efforts. The findings also highlight the need for FinTech companies to enhance communication regarding their environmental sustainability initiatives.