The Role of ESG Awareness in Green FinTech Adoption Among Generation Z: Evidence from Saudi Arabia

In this study, we examine how Environmental, Social, and Governance (ESG) awareness influences Generation Z’s adoption of Green FinTech services, especially in digitally emerging economies such as Saudi Arabia. Drawing on an extended model of the Unified Theory of Acceptance and Use of Technology (UTAUT), ESG awareness is conceptualized as both a direct predictor and a contextual moderator by surveying 347 users and analyzing the data using PLS-SEM. The results show that ESG awareness significantly enhances behavioral intention to adopt Green FinTech among Gen Z users. In addition, ESG awareness strengthens the effects of the UTAUT adoption predictors. The study contributes to the sustainability field by integrating ESG cognition into technology adoption theory. In addition, the study provides insights for decision makers and regulators who aim to increase and promote the adoption of sustainable FinTech and digital services.