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Examining the role of website quality determinants on online green apparel purchases: a multigroup invariance analysis

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  • Deeksha Sharma
  • Vishal Soodan
  • Avinash Rana
  • Pawan Kumar

Abstract

The purpose of this study is to explore the relationship between individuals' cognitive factors and website quality determinants influencing green apparel purchase decisions. The study merged two theoretical frameworks: WebQual 4.0, a measure of website quality and theory of planned behaviour for analysis. This cross-sectional research model was analysed using structural equation modelling (SEM) applied to collected data of 410 consumers. The findings revealed that consumer's attitude and perceived behavioural control were significantly linked with their purchase intentions. The study further established the role of perceived interaction quality, usability quality and service interaction quality of the website are determining consumers' attitude towards green apparel. Research found an insignificant relationship between subjective norms and intention to purchase green apparel and confirmed the moderating role of internet usage intensity across different segments.

Suggested Citation

  • Deeksha Sharma & Vishal Soodan & Avinash Rana & Pawan Kumar, 2025. "Examining the role of website quality determinants on online green apparel purchases: a multigroup invariance analysis," International Journal of Green Economics, Inderscience Enterprises Ltd, vol. 19(3), pages 308-335.
    • Handle: RePEc:ids:ijgrec:v:19:y:2025:i:3:p:308-335
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