Turning the “virtual†into the “actual†: the role of perceived marketplace influence in transforming platform affordances into green logistics behaviour

This study investigates how green virtual platforms influence users' intentions to engage in green logistics behaviours. It focuses on the psychological mechanisms, particularly perceived marketplace influence (PMI), through which individuals' perceived impact on market trends and other consumers' behaviour shapes behavioural intentions. Drawing on technology affordance theory and construal level theory, this study extends a theoretical framework linking two key digital affordances (i.e. competition and relatedness) to the quantifiability and visibility of green achievements. These features are hypothesised to reduce psychological distance and promote a more concrete construal of PMI, ultimately encouraging offline green logistics behaviours. A survey was conducted, and the proposed model was tested using structural equation modelling. The results support the hypothesised relationships. Quantifiability and visibility of achievements significantly reduce psychological distance and enhance PMI, which in turn positively influences users’ intentions to engage in green logistics behaviours. This research contributes to theory by identifying PMI as a central cognitive mechanism connecting virtual platform engagement with real-world sustainable behaviours. It also provides practical insights for designing digital platforms that effectively promote environmentally responsible consumer logistics.