The research aims to examine the antecedents of Fintech Peer-to-Peer (P2P) lending adoption in Indonesia by extending the UTAUT3 framework with financial risk tolerance and artificial intelligence literacy. It also explores the moderating role of green self-identity and gender differences in P2P lending adoption. Data were collected from 421 respondents in Indonesia using a non-probability voluntary response sampling approach and analyzed using the PLS-SEM method. The results indicate that performance expectancy, effort expectancy, social influence, and AI literacy have a positive and significant influence on behavioral intention toward P2P lending. Facilitating conditions positively and significantly affect use behavior. Green self-identity weakens the relationship between behavioral intention and use behavior. No significant gender differences were found in the correlations between behavioral intention, use behavior, and financial inclusion. This study advances the literature on financial innovation by bridging theory and practice in the context of AI-enabled Fintech P2P lending. By integrating empirical evidence with policy considerations, the findings highlight the importance of collaboration between regulators and Fintech providers in fostering responsible innovation. The results provide actionable implications for designing user-centered lending systems that enhance financial inclusion. In this regard, the study contributes to the advancement of inclusive digital finance and supports Indonesia's broader strategic objective of expanding sustainable and equitable access to financial services.

Environmental, Social, and Governance (ESG) investing has surged in popularity, yet faces increasing politicization and scrutiny. This paper argues that current ESG marketing problematically overlooks moral pluralism and complexity. We conceptualize ESG marketing as the supply side of ESG morality, less studied than the demand side (investor preferences). A mixed-methods study, including topic modeling, qualitative categorization and close reading of 99 ESG marketing documents from top global asset managers was conducted. Principal results show that ESG marketing emphasizes environmental (E) themes, particularly climate change risk mitigation, being more cautious about controversial social (S) issues. Moral arguments in ESG marketing often center on safety for investors provided by ESG risk management, largely disregarding moral pluralism and the now-polarized nature of ESG. Marketing downplays complex ethical trade-offs and often claims moral neutrality despite inherent value judgments. We argue that this simplified morality may contribute to ESG backlash and suggest that acknowledging moral pluralism through what we term moral diversification is vital if moral considerations are brought into investing practice.

Abstract The rise of financial influencers, or “finfluencers”, on social networks like Instagram and their impact on consumer financial decision-making (especially investing) has raised concerns about their quality considering increasing cases of fraudulent investment promotions and financial misconduct. Thus, taking a mixed-methods approach, we establish a multidimensional finfluencer quality (FinQ) framework comprising 40 FinQ indicators to tackle quality uncertainty and provide a complementary solution to economically costly regulation. Our methods involve in-depth qualitative analysis of 12 semi-structured expert interviews and a subsequent multiple-case study of five German-speaking finfluencers on Instagram. We argue that the FinQ framework supports (corporate) stakeholders in navigating the world of finfluencers and simultaneously promotes more informed decision-making. While contributing to the professionalization of strategic partnerships, our study also supports consumer protection beyond regulation. However, our exploratory research is limited by (1) the dynamic regulatory and technological environment and (2) its small qualitative sample. Therefore, we motivate research using other (quantitative) methodologies or larger samples to enhance, validate, or even generalize our findings. Ultimately, our study seeks to enable managers to engage in strategic partnerships with credible finfluencers, especially for financial services marketing, but also to support government financial literacy initiatives.