Drivers of green FinTech adoption in emerging countries and the moderating role of green innovation in the banking sector of Jordan

Green FinTech, which represents the intersection of financial technology and environmental practices, is widely recognized as a transformative catalyst for sustainable finance, particularly in emerging economies. Despite its potential, there is limited research on the factors driving Green FinTech adoption in developing countries. In Jordan, existing studies have primarily focused on general FinTech adoption, overlooking sustainability-oriented innovations and the role of Green Innovation Capabilities (GIC). This study employs the Technology–Organization–Environment framework to investigate the determinants influencing Green FinTech adoption in Jordanian banks. A quantitative research design was implemented using a structured online questionnaire distributed to managerial staff members across the 15 banks. Data were analyzed using Partial Least Squares Structural Equation Modeling to assess both direct and moderating effects. The results reveal that technological factors significantly drive adoption, while environmental and organizational factors have no direct impact. GIC notably moderate the relationships between environmental context and adoption, as well as between technological context and adoption, suggesting that internal innovation conditions enhance the effects of external and technical factors. This research addresses a critical gap by empirically examining Green FinTech adoption in a developing country context. It highlights the importance of fostering internal green competencies to unlock FinTech’s sustainability potential. The study provides valuable insights for policymakers and financial institutions on aligning digital transformation with environmental objectives, emphasizing the need for policy interventions and capacity-building initiatives to integrate Green FinTech within the banking sector.