Abstract:

The objective of this study is to analyze the impact of digital financial tools utilized by banks and fintech companies on consumers' inclination to make environmentally friendly financial decisions. A survey was conducted among 318 students from AGH University of Krakow in Poland (n=160) and University of Western Macedonia in Greece (n=158), using a 5-point Likert scale. Results indicate a cautious attitude toward eco-friendly initiatives. About 33% of respondents would likely consider eco-products promoted online, with Greek students showing significantly higher responsiveness than Polish students. Mobile apps providing eco-advisory tips received moderate openness (43% likely/very likely), again higher in the Greek sample. Daily banking suggestions for eco-friendly alternatives elicited slightly above-neutral engagement (about 45%), while perceptions of fintechs versus traditional banks remained neutral across countries. Around 48% of participants perceive digital tools as useful for supporting eco-conscious decisions. Correlation analyses reveal that greater environmental awareness is strongly associated with responsiveness to digital advisory, daily eco-suggestions, and eco-marketing, though it may also prompt a more critical view of fintech innovativeness in green finance. Overall, the findings highlight the potential of digital platforms to encourage eco-conscious financial behaviors, while suggesting that tailored strategies may be needed to enhance engagement across different contexts.