The green Fintech paradox : understanding the dynamics of green brand positioning and user decision-making in the digital financial landscape

Dewan Mehrab Ashrafi and Mily Akhter

Year of publication:	2025
Authors:	Mehrab, Dewan ; Akhter, Mily
Subject:	Fintech payments \| Green branding \| User behaviour \| Fear of missing out \| Perceived product differentiation \| Markenführung \| Brand management \| Konsumentenverhalten \| Consumer behaviour \| Finanztechnologie \| Financial technology \| Öko-Produkt \| Sustainable product \| Finanzdienstleistung \| Financial services \| Markenimage \| Brand image \| Öko-Marketing \| Green marketing

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