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Online environmental platforms service and green consumer behavior nexus: a multi-mediator study

Author

Listed:
  • Seemab Rana

    (University of Technology and Applied Sciences)

  • Fazilathunissa Shafi

    (University of Technology and Applied Sciences)

  • Aimen Rasheed

    (SZABIST University)

  • Muhammad Imran Malik

    (COMSATS University Islamabad, (Attock Campus))

Abstract

Green purchase behavior in Pakistan faces challenges due to lack of awareness, limited availability, and greenwashing by companies that demand use of online environmental platforms. The study aims to examine the effect of Online Environmental Platforms Service on green purchase behaviors of customers who intend to buy green energy products. Moreover, the indirect effects of environmental attitude, price sensitivity and impulsiveness are examined as mediators. The relationships are examined in light of theory of planned behavior. The data from a sample of 301 customers were gathered using a closed-ended questionnaire. The customers aged between 30 and 50 years were considered for the study. The findings unequivocally reveal that the provision of online environmental platforms has a profound effect on the ecological shopping inclinations of customers. The green purchase behavior of consumers is amplified, as is their green purchase attitude and consumer impulsiveness. However, an alert emerges—price sensitivity, despite its noteworthy impact on consumer behavior, curiously, impedes actual green purchasing. Investigating deeper, it becomes apparent that the remarkable impact of online environmental platforms is mediated by two factors: the green consumer attitude and consumer impulsiveness. These two factors act as conduits for the transmission of the influence of the online platforms, empowering consumers to make eco-conscious decisions. The marketers can enhance green purchase behaviors among customers by making effective use of the online environmental platform services. The Online Environmental Platforms Services can enhance sales and can be an effective strategy for high profits.

Suggested Citation

  • Seemab Rana & Fazilathunissa Shafi & Aimen Rasheed & Muhammad Imran Malik, 2024. "Online environmental platforms service and green consumer behavior nexus: a multi-mediator study," Future Business Journal, Springer, vol. 10(1), pages 1-18, December.
    • Handle: RePEc:spr:futbus:v:10:y:2024:i:1:d:10.1186_s43093-023-00283-4
    DOI: 10.1186/s43093-023-00283-4
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    1. Songbo Cai & Yaoping Liu & Sukhon Aduldecha & Junaidi Junaidi, 2025. "Leveraging Customer Green Behavior Toward Green Marketing Mix and Electronic Word-of-Mouth," Sustainability, MDPI, vol. 17(6), pages 1-20, March.
    2. Haq, Muhammad Dliya'ul & Tseng, Ting-Hsiang & Cheng, Hsiang-Lan & Chiu, Chao-Min, 2024. "An empirical analysis of eWOM valence effects: Integrating stimulus-organism-response, trust transfer theory, and theory of planned behavior perspectives," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).

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