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Sustainability and Consumer Behavior in Electronic Commerce

Author

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  • Lenka Štofejová

    (Department of Marketing and International Trade, Faculty of Management and Business, University of Prešov in Prešov, Konštantínova 16, 080 01 Prešov, Slovakia)

  • Štefan Kráľ

    (Department of Marketing and International Trade, Faculty of Management and Business, University of Prešov in Prešov, Konštantínova 16, 080 01 Prešov, Slovakia)

  • Richard Fedorko

    (Department of Marketing and International Trade, Faculty of Management and Business, University of Prešov in Prešov, Konštantínova 16, 080 01 Prešov, Slovakia)

  • Radovan Bačík

    (Department of Marketing and International Trade, Faculty of Management and Business, University of Prešov in Prešov, Konštantínova 16, 080 01 Prešov, Slovakia)

  • Mária Tomášová

    (Department of Marketing and International Trade, Faculty of Management and Business, University of Prešov in Prešov, Konštantínova 16, 080 01 Prešov, Slovakia)

Abstract

Environmental awareness among consumers is on the rise as they are starting to prefer sustainable products and services. The aim of this research was to examine the relationships between consumer behavior when shopping online for green products and the factors that influence it from the point of view of sustainability. Primary data were obtained using a questionnaire survey and subsequently processed using descriptive analysis, confirmatory factor analysis and structural equation modeling. The obtained research results showed that Digitization in Green Marketing has a significant impact on Environmental Attitude, and that aspects like Environmental Attitude, Environmental Oriented Lifestyle, Willingness to Pay for Green Products and Subjective Norms have a significant impact on Environmental Purchasing Behavior. Moreover, the study found that the factors Environmental Oriented Lifestyle, Willingness to Pay for Green Products, Subjective Norms and Environmental Purchasing Behavior have a significant impact on Future Purchase Intention. The research results can help online retailers in planning and implementing green marketing strategies not only in sales but also in other business processes. In order to stay competitive, businesses should be able to respond promptly to changes in consumer behavior trends, while it is undeniable that the aspect of sustainability plays an increasingly important role here.

Suggested Citation

  • Lenka Štofejová & Štefan Kráľ & Richard Fedorko & Radovan Bačík & Mária Tomášová, 2023. "Sustainability and Consumer Behavior in Electronic Commerce," Sustainability, MDPI, vol. 15(22), pages 1-16, November.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:22:p:15902-:d:1279418
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    References listed on IDEAS

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    Cited by:

    1. Adam Wasilewski & Anna Zgrzywa-Ziemak, 2024. "Multi-variant e-commerce user interfaces for business sustainability," Operations Research and Decisions, Wroclaw University of Science and Technology, Faculty of Management, vol. 34(4), pages 211-229.
    2. Precious Chikezie Ezeh & Kaitano Dube, 2024. "Willingness to Pay in Tourism and Its Influence on Sustainability," Sustainability, MDPI, vol. 16(23), pages 1-16, December.
    3. Urban, Wieslaw & Buraczyńska, Barbara, 2025. "E-commerce enterprise flexibility leading to better customer perception," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).

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