The Role of Digital Literacy, Web Reputation, and Online Reviews in Shaping Online Green Purchase Intention: A Study of Libyan E-Consumers

This study investigates the role of digital literacy, online reviews, e-service quality, and web reputation in shaping online green purchase intention among Libyan consumers. As Libya's digital market develops within fragile economic and institutional conditions, understanding the drivers of sustainable online behavior becomes essential. Using a quantitative research design, data were collected from Libyan consumers with online shopping experience and analyzed through structural equation modeling. The results show that digital literacy and e-service quality significantly influence online green purchase intention, while online reviews and web reputation do not exert direct effects. These findings suggest that in fragile digital environments, consumers rely more on their own evaluative skills and perceptions of service reliability than on social proof or reputational cues. The study contributes to theory by refining stimulus–organism–response and planned behavior frameworks, emphasizing the dominance of cognitive and service-related drivers in transitional contexts. Practical implications highlight the importance of fostering consumer digital competence, improving service quality, and developing transparent digital environments to encourage sustainable purchasing. The research provides timely insights for platform developers, marketers, and policymakers seeking to promote environmentally responsible consumption in emerging and fragile digital economies.