The Role of Financial Institutions in Shaping Green Finance Decisions: The Impact of Digital Tools and Pro-Environmental Communication

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.