Achieving Sustainable Competitive Advantage Through Financial Technology (FinTech) Adoption: The Mediating Role of Employees’ Green Behavior
Keywords:
sustainable competitive advantage, financial technology, FinTech, employee behavior, green behaviorAbstract
With the rapid development of technology and growing concern about environmental issues, banks worldwide are increasingly adopting FinTech to maintain sustainable competitiveness. Employees’ green behavior can play an important role in the implementation of FinTech at both individual and organizational levels. The present study aimed to determine the effect of FinTech adoption and sustainability performance on employees’ green behavior and sustainable competitive advantage. A total of 278 employees of Bank Mellat completed the research questionnaire, and the data were analyzed using the partial least squares structural equation modeling method. The results showed that FinTech adoption and sustainability performance affect employees’ green behavior in the financial industry. FinTech adoption, sustainability performance, and employees’ green behavior significantly affect the bank’s sustainable competitive advantage. FinTech adoption is the most important factor in achieving sustainable competitive advantage, followed by employees’ green behavior.
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Copyright (c) 2025 Elham Moghadamnia (Corresponding author); Hamidreza Dehghani, Mohammad Mehdi Azizi, Payam Naeini (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
