Enhancing Sustainable Performance in Thai Banking: The Role of Fintech, Green Finance, and Digital Transformation

Purpose: This study investigates how technology characteristics, task-technology fit, fintech adoption, green finance, and digital transformation influence sustainable performance within the Thai banking sector. Specifically, it examines the interrelationships among technology characteristics, task characteristics, task-technology fit, fintech adoption, green finance, digital transformation, and sustainable performance. Design/methodology/approach: Data were collected from 425 professionals across Thailand’s banking sector, including executives, IT managers, fintech experts, sustainability officers, and financial analysts. A multi-step sampling strategy—integrating purposive, quota, and convenience sampling—ensured relevance and representativeness. A pilot study assessed content validity and reliability of the survey instrument. Structural Equation Modeling (SEM) was employed to analyze the conceptual framework and test the proposed hypotheses. Findings: Technology characteristics significantly affect task-technology fit (β = 0.623, t = 9.509), whereas task characteristics do not (β = 0.026, t = 0.555). Task-technology fit significantly affects fintech adoption (β = 0.258, t = 4.717), although fintech adoption does not significantly affect sustainable performance (β = 0.061, t = 1.078). Conversely, green finance (β = 0.294, t = 4.883) and digital transformation (β = 0.166, t = 2.740) have notable effects on sustainable performance. Research limitations/implications: The study's cross-sectional design and reliance on self-reported data may limit causal inference and introduce response bias. Future research should consider longitudinal approaches or qualitative validation to deepen understanding. The findings may be context-specific and not fully generalizable beyond Thailand’s banking landscape. Originality/value: This research adds to the growing body of literature on sustainable finance by integrating fintech, digital transformation, and green finance into a unified model. It offers practical insights for Thai banking institutions seeking to align technological innovation with long-term sustainability goals.