THE PERCEIVED IMPACT OF FINTECH GREENWASHING ON CUSTOMER TRUST AND DECISION-MAKING (KEY IJP************956)

• Abubakar Umar Abdullahi

Abstract

ABSTRACT The study intended to examine the influence of fintech greenwashing perception on user trust and decision-making. The data were obtained through an online platform survey, in which a questionnaire was sent to respondents, particularly users of fintech in Kano State metropolitan area, Nigeria. The sample size consisted of a total of 302 respondents. The data were analyzed using a hierarchical regression approach with SPSS Version 29. The outcomes of the research indicated a significant positive impact of greenwashing perception on customer trust and decision-making. This implies that a higher perception of greenwashing is associated with a significant change in customer trust and decision-making. It indicates that a high perception of misleading practices in fintech firms results in the loss of customer trust and either stopping or changing fintech services to a non-greenwashing company. The study recommended that fintech companies should provide their environmental practices in a transparent and honest manner; they should avoid misleading practices in the form of greenwashing as a benefit to customers; and they should stop using eco-friendly claims in their marketing strategies to have genuine claims.