The impact of fintech-based eco-friendly incentives in improving sustainable environmental performance: A mediating-moderating model

China is the largest emitter of greenhouse gases globally, responsible for a substantial portion of the world's total carbon dioxide emissions. Many researchers investigated this issue; however, the literature is silent on how FinTech-based incentives can improve environmental performance. The research aims to shed light on the complex relationships among FinTech incentives, green consumer behavior, environmental consciousness, and environmental performance. Data was collected from 380 respondents representing diverse roles in the manufacturing industry. We used Smart-PLS and SPSS to test our hypothesis. The results confirm a positive relationship between FinTech incentives and green consumer behavior. However, consumer demographics and environmental awareness do not significantly moderate this relationship. The mediation analysis reveals that green consumer behavior mediates the relationship between FinTech incentives and environmental performance, while environmental consciousness mediates the relationship between FinTech incentives and green consumer behavior. Additionally, green consumer behavior mediates the relationship between environmental consciousness and environmental performance. The study's findings suggest that FinTech incentives effectively encourage eco-friendly choices, positively influencing environmental performance. This research contributes valuable insights for policymakers and businesses seeking to design effective environmental strategies and promote sustainability in the manufacturing industry. By leveraging FinTech incentives to encourage eco-friendly choices and foster environmental consciousness, businesses can contribute to a more sustainable future, aligning with global efforts to address environmental challenges and foster responsible consumption patterns in China and beyond.