Unveiling Greenwashing in Indonesia’s Fintech Sector: Perspectives of Consumers and Industry Professionals
Journal Title: Journal of Green Economy and Low-Carbon Development - Year 2024, Vol 3, Issue 2
Abstract
This study investigates perceptions of greenwashing within Indonesia's burgeoning fintech sector from the viewpoints of consumers and industry professionals. The research employs a stratified purposive sampling technique to ensure representation across diverse demographics familiar with fintech services. Purposive sampling identified and selected 18 consumers and 24 industry professionals with specific expertise relevant to fintech. Both groups participated in Likert-scale surveys designed to gauge their perceptions of greenwashing across various dimensions: product transparency, social responsibility, environmental impact, ethical investment options, and green marketing practices. Findings reveal generally positive consumer views towards product transparency (4.0), social responsibility (4.2), and green marketing practices (4.5), with more tempered ratings for environmental impact (3.5) and ethical investment options (3.8). Similarly, industry professionals rated product transparency (4.2), social responsibility (4.1), and green marketing practices (4.3) positively, with slightly higher ratings for environmental impact (3.9) and comparable ratings for ethical investment options (3.7). Hypothesis testing indicates significant disparities between consumer and professional perceptions, particularly concerning trust in fintech claims and perceived sustainability impacts. The study underscores the need for fintech firms to enhance transparency and ethical standards to bolster consumer trust and align with industry expectations. Ultimately, this research contributes to a deeper understanding of greenwashing within fintech, offering insights for industry stakeholders and policymakers to foster sustainable practices.
Authors and Affiliations
Askar Garad, Abdullah M. Al-Ansi, Rita Kusumawati, Mohammed Jaboob
Keywords
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- EP ID EP752464
- DOI https://doi.org/10.56578/jgelcd030201
- Views 14
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