Purpose This paper aims to examine how the integration of financial technologies (Fintech) in the marketing of green financial services influences the performance of Islamic banks between 2000 and 2024. In a context where green finance is gaining importance and Islamic banks seek to reconcile profitability and ethical compliance, it analyzes whether the digitalization of green services can strengthen their economic and social performance. Design/methodology/approach The authors use a panel data set covering 58 Islamic banks in the Gulf, Southeast Asia and North Africa regions, over the period from 2000 to 2024. A generalized method of moments system model is used to capture the dynamic effects of Fintech adoption in green marketing on bank performance (return on assets, return on equity, ESG score, efficiency). A mediation model is also used to assess the role of green marketing as a transmission channel between Fintech use and bank performance. Findings The empirical results reveal that the application of Fintech (mobile banking, blockchain, artificial intelligence) in the promotion of green financial products significantly improves the financial and nonfinancial performance of Islamic banks. The green product marketing acts as a partial mediator between Fintech and performance, indicating that technology alone is not sufficient without a targeted ethical communication strategy. Originality/value To the best of the author’s knowledge, this paper is one of the first to combine the dimensions of Fintech, green marketing and Islamic finance over a long period. It offers a new interpretation of the performance of Islamic banks through digital innovation and environmental strategy, while respecting Sharia principles. It also makes a methodological contribution by testing a mediation model in the Islamic banking sector.
Abdelkader Derbali (Thu,) studied this question.