Why do people use P2P lending services? The role of AI literacy and green self identity

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.