Research Highlights Role of Personalisation and Trust in Green Finance

21.01.2026

Study by Dr Ahmed Mehta Reveals Key Drivers of FinTech Adoption for Sustainable Investing

A new study led by Wittenborg associate professor Ahmed Mehta explores how FinTech solutions – particularly robo-advisors – can support the global transition to sustainable finance. Published in Scientific Reports, the paper, titled ‘FinTech Adoption for ESG Integration through Robo-Advisors, Personalisation and Perceived Trust’, identifies the factors that shape investors’ willingness to use digital platforms for green investment decisions.

The research was co-authored by Aizhen Chen (Zhuhai College of Science and Technology, China), Shaosong Wang (Macau University of Science and Technology), Muhammad Asif (University of Education, Lahore, Pakistan), Shuo Xu and Muhammad Farrukh Shahzad (Beijing University of Technology).

The team surveyed 393 investors in China, all of whom had experience using FinTech tools for Environmental, Social and Governance (ESG) integration. Using quantitative methods, the authors analysed how robo-advisor usage, awareness of ESG factors and portfolio personalisation affect perceived usefulness, ease of use and intention to adopt green FinTech platforms. The study also investigated the moderating role of trust in these relationships.

Personalisation and trust as key influencers

Among the study’s most notable findings is the strong influence of personalised ESG portfolios on investors’ behavioural intentions.

When FinTech platforms tailor investment options to reflect individual sustainability preferences, users are more likely to adopt them. This personalisation was also found to enhance perceived usefulness and ease of use, two central elements of the Technology Acceptance Model (TAM) used in the research.

While investors may be aware of ESG factors, this awareness alone is insufficient to drive their decision-making, implying that other elements, such as perceived usefulness and perceived ease of use, may play a more critical role in influencing adoption behaviour.

In addition to that, the study suggests that the mere availability of robo-advisors for green investment may not be enough to drive investors’ intent to adopt these platforms. According to the researcher, this has important implications for how financial institutions design and market green digital platforms. “Developers should move beyond the purely technical aspects of FinTech and focus on features such as transparency, data security and personalisation,” he notes.

Mehta underlines that while trust is generally considered a key driver in technology adoption, it may not be sufficient to amplify the influence of ESG awareness or robo-advisor functionality alone in motivating adoption. “This underscores that personalised ESG offerings, which involve more tailored and sensitive financial decisions, require a stronger foundation of trust to be effective.”

The study suggests that enhancing the customisation capabilities of robo advisors and ensuring data security and transparency can foster greater trust and ultimately higher adoption. “By focusing on personalisation, trust-building and meaningful ESG engagement, FinTech platforms can play a more effective role in advancing sustainable investment behaviour,” the associate professor concludes.