This study investigates the impact of sustainability initiatives, choice of content, and engagement with environmental content on environmental awareness. Employing a sample of 435 respondents and utilizing Partial Least Squares (PLS) analysis, the research provides valuable insights into the role of digital marketing strategies in fostering environmental consciousness. The findings of this study highlight the substantial influence that digital marketing techniques can have on shaping individuals' awareness and attitudes towards environmental concerns. The confirmed hypotheses underscore the effectiveness of these strategies in promoting environmental awareness among diverse audiences. As the digital landscape continues to evolve, the research contributes to the growing synergy between digital marketing and environmental advocacy, encouraging further exploration and practical applications for a more sustainable future.

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.

This research aims to explore the impact of AI-induced anxiety on the adoption of mobile payment services in supply chain firms, viewed through the lens of Mental Accounting Theory. In an era driven by technological advancement, supply chain companies' use of mobile payment services has arisen as a crucial problem. This study is the first to investigate the complicated links between AI-induced anxiety, perceived utility, and the adoption rate of mobile payment systems using the Mental Accounting Theory as a theoretical framework. The study employs a quantitative research approach, using Smart PLS for regression analysis, and gathers its data from major supply chain business players. Our analysis offered important insights into the many aspects influencing the adoption of mobile payment services in supply chain companies. The acceptance rate was shown to be adversely connected with AI-induced anxiety and integration expenses, posing obstacles for businesses seeking to embrace mobile payment systems. In contrast, characteristics such as perceived utility, usability, confidence in security, and backing from upper management were positively connected with adoption rates. These findings provide not only theoretical contributions to the current research, but also concrete advice for supply chain practitioners seeking to exploit mobile payment systems for operational and strategic advantage.