Sustainable technology acceptance: the dual role of SDGs-driven pro-social behavior and Robo-Advisors in FinTech adoption

Purpose This study aims to integrate information richness and user innovativeness into the unified theory of acceptance and use of technology (UTAUT) to examine their influence on financial technology (FinTech) adoption. It also included the mediating effect of Sustainable Development Goals (SDGs)-driven pro-social behavior and the moderating role of Robo-Advisors in the developed framework. Design/methodology/approach This quantitative study was conducted in Pakistan using a structured survey administered to individuals with prior exposure to FinTech services. Using a quantitative cross-sectional design, data were collected from a purposively selected sample of 384 respondents and analyzed through structural equation modeling. Findings The findings reveal that effort expectancy, facilitating conditions, performance expectancy and social influence significantly drive FinTech adoption, whereas information richness and user innovativeness show no direct effect. Furthermore, SDGs-driven pro-social behavior mediates the relationships between all UTAUT determinants and FinTech adoption. These results suggest that ethical and socially responsible attitudes enhance users’ willingness to adopt digital financial solutions. Notably, Robo-Advisors moderate the effects of information richness, facilitating conditions and social influence on FinTech adoption. Originality/value This study extends the UTAUT framework by incorporating pro-social behavior as a psychological mechanism linking technology acceptance to sustainable user values – an area largely overlooked in prior FinTech research. The moderating role of Robo-Advisors offers new insights into how artificial intelligence (AI)-enabled financial tools reshape the dynamics of user adoption. Practically, the findings guide policymakers, FinTech developers and financial institutions in designing AI-driven platforms that not only enhance user convenience but also foster responsible, trust-based and sustainability-oriented financial behavior.