MISUNDERSTANDING OF SUSTAINABLE FINANCE: YOUNG FINANCIAL CONSUMERS AND THE RISK OF GREENWASHING PERCEPTION FOR GREEN FINANCE ACCEPTANCE
MISUNDERSTANDING OF SUSTAINABLE FINANCE: YOUNG FINANCIAL CONSUMERS AND THE RISK OF GREENWASHING PERCEPTION FOR GREEN FINANCE ACCEPTANCE

Summary/Abstract: A comprehensive questionnaire survey, which considered over 270 responses from Croatian students in business and economics aged 18-30, provided detailed insight into the factors shaping their attitudes towards green finance and their intentions regarding green finance adoption. The survey emphasized sustainability literacy, sustainable finance literacy, green values, pro-environmental behavior and perceptions of greenwashing as key factors influencing opinions and future decisions about green finance. Multiple linear regression was used to examine green finance attitudes, while binary logistic regression differentiated between green finance adopters and non-adopters. Pro-environmental behavior positively influences both green finance attitudes and the intention to adopt products within its scope. Sustainable finance literacy also increases the likelihood of green finance adoption. Green values contribute to positive attitudes towards green finance, which are significant for green finance adoption. Regarding greenwashing perception, it does not negatively affect green finance attitudes but poses an obstacle to green finance adoption. Overall, there are strong prospects for green finance adoption among young financial consumers, as two-thirds are likely or certain to adopt at least one green financial instrument in the future. Nevertheless, higher education institutions must do much more to improve sustainability literacy and sustainable finance literacy to prevent misunderstandings of green financial innovations and to ensure that decisions about green finance adoption are more informed. Although respondents expressed moderate attitudes towards greenwashing in green finance, policymakers and sustainable development advocates should work diligently on advancing taxonomy in this area, given the potentially harmful impact of greenwashing perceptions on the transition towards a green economy. Sustainable finance literacy has only recently been included in studies on green finance acceptance, while perceptions of greenwashing have largely been neglected. This study also contributes to the literature by focusing on young financial consumers.

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