Advances in Consumer Research
Issue:6 : 2835-2839
Original Article
Sustainable Fintech Adoption Drivers in India and Asia: Institutional Insights for Ethical Innovation from Delhi NCR via Structural Equation Modelling
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Assistant Professor, Dept of Commerce, KLP College, Rewari,
Abstract

India and Asia's fintech evolution demands responsible, ethical, and sustainable frameworks to balance growth with societal good. This institutional study from CEFI applies PLS-SEM to survey data from 520 Delhi NCR professionals, extending TAM with ethical/sustainable constructs: perceived ease of use (PEOU), usefulness (PU), trust (TR), risk (PR), social influence (SI), compatibility (COMP), ethical alignment (EA), and sustainability impact (SUST). Dominant paths include PU (β=0.41, p<0.001), TR (β=0.33, p<0.001), and EA (β=0.25, p<0.001), with R²=0.68 for behavioral intention (BI). TR moderates PR (β=-0.17, p<0.01), while EA amplifies PU in ethical contexts. Findings advocate ESG-integrated fintech for Asia's $1.5 trillion market, promoting inclusive, green innovation..

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