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Modeling the predictors of consumers’ online purchase intention of green products: the role of personal innovativeness and environmental drive

Author

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  • Hemant Chauhan

    (Graphic Era Hill University)

  • Ashutosh Pandey

    (FORE School of Management)

  • Saurabh Mishra

    (Indian Institute of Information Technology Allahabad)

  • Shashi Kant Rai

    (Indian Institute of Information Technology Allahabad)

Abstract

Our society faces mounting pressure regarding the necessity of green consumption as issues related to the environment will likely become a severe concern in the coming times. This paper examined the factors influencing the online purchasing of green products. A survey was carried out on 182 consumers, and the partial least square method was used to test the hypothesis. The results establish social influence and perceived usefulness as a critical determinant of consumers' online green product purchase intentions. The environmental drive is observed to moderate the association between personal innovativeness and online purchase intention. This is one of the few studies to examine the influence of personal innovativeness on consumers' online green product purchase intention and pioneer in examining an environmental drive's moderating role. The information about the key predictors of online green purchase can help companies strategize better and develop and implement an effective program to enhance the customers' online green purchase intention.

Suggested Citation

  • Hemant Chauhan & Ashutosh Pandey & Saurabh Mishra & Shashi Kant Rai, 2021. "Modeling the predictors of consumers’ online purchase intention of green products: the role of personal innovativeness and environmental drive," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(11), pages 16769-16785, November.
    • Handle: RePEc:spr:endesu:v:23:y:2021:i:11:d:10.1007_s10668-021-01337-9
    DOI: 10.1007/s10668-021-01337-9
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    2. Sigitas Urbonavicius & Karina Adomaviciute – Sakalauske, 2023. "Learning from Pandemic Periods: Elements of the Theory of Behavioral Transformation," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(2), pages 251-266.
    3. Marvello Yang & Jingzu Gao & Qing Yang & Abdullah Al Mamun & Mohammad Masukujjaman & Mohammad Enamul Hoque, 2024. "Modeling the intention to consume and willingness to pay premium price for 3D-printed food in an emerging economy," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.

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