The effect of behavioral factors related to cashlessness on the perception of green finance

This study aims to examine the effects of behavioral factors shaping cashless payment behaviors in Turkey on green finance perception. The study focuses on subconscious factors such as functional benefit, economic benefit, psychological benefit, attitude toward technology, and perceived behavioral control. Data were collected from 520 participants aged 18 and older via an online survey and analyzed using Structural Equation Modeling (SEM). The findings reveal that functional benefit, perceived behavioral control, and attitudes toward technology significantly and positively influence perceptions of green finance, while economic and psychological benefits do not have a significant effect on behavioral control. The results reveal that behavioral factors such as ease of use and attitudes toward technology play a more significant role in individuals’ adoption of cashless payment systems than rational economic gain expectations. The study contributes to the literature by showing that cashless payment behaviors contribute to the development of sustainable finance and environmental awareness. It also provides practical recommendations for policymakers and financial institutions on improving digital payment infrastructure and user experience to promote green finance.