In the context of China's growing emphasis on digital finance and sustainable investing, this study investigates the factors influencing investors' behavioral intentions to adopt FinTech solutions, specifically robo-advisors, for green investments. Drawing on responses from 393 investors and employing PLS-SEM analysis through SmartPLS-4, we examine the effects of robo-advisor usage, awareness of ESG factors, and personalization of ESG portfolios on perceived usefulness, perceived ease of use, and behavioral intention, with perceived trust as a moderator. The results reveal that robo-advisor usage and awareness of ESG factors significantly influence perceived usefulness and perceived ease of use, though not intention directly. Personalization of ESG portfolios positively impacts perceived usefulness, perceived ease of use, and intention, underscoring the central role of personalization in ESG-oriented FinTech adoption. Both perceived usefulness and perceived ease of use significantly predict behavioral intention. Additionally, perceived trust significantly moderates the relationship between personalization of ESG portfolios and behavioral intention, but not the relationships between awareness of ESG factors and intention or between robo-advisor usage for green investment and intention. These findings highlight the importance of enhancing personalization and perceived usefulness to drive investor engagement with green FinTech solutions. Practical implications are discussed for advancing sustainable finance through trusted and user-centered digital platforms.
Chen et al. (2025) studied this question.