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Identifying Factors Affecting Green Consumer Purchase Behavior on E-Commerce Websites

Author

Listed:
  • Noubar Hossein Bodaghi Khajeh

    (Department of Management and Accounting, Islamic Azad University, Tabriz Branch, Pasdaran Ave. 9, Tabriz, Iran)

  • Holagh Sam Rahimzadeh

    (Department of Management, Islamic Azad University, Isfahan (Khorasegan) Branch, University Blvd., Arqavanieh, Jey Street, Isfahan, Iran)

  • Sadri Arezoo

    (Araz Diba Pasargad Institute, Tabriz, Iran)

Abstract

As ecological problems are rapidly expanding, they bring with them increasingly threatening and drastic complications. On the other hand, the economic benefits of plastic products have created a dilemma for consumers and business owners. Since one of the main channels for satisfying daily needs is online shopping and social media, and the market share of electronic commerce is growing inexorably compared to traditional brick-and-mortar methods, it would be useful to understand the factors related to consumer behavior on these platforms in order to resolve environmental issues. This research attempts to identify the factors affecting green consumer purchase decisions on social commerce platforms. A questionnaire was designed based on data gathered using bibliographic methods, and collected data from 532 valid samples was analyzed using SmartPLS software. According to the findings, subjective norms such as social network inference is positively correlated to green product attractiveness. In addition, the results show that personality traits and green product attractiveness are positively correlated; moreover, the results show that there is a positive relation between green advertising and green product attractiveness. It is believed that the outcomes of this research will contribute to and be beneficial for manufacturers and businesses by proposing a new model for green marketing and green product awareness.

Suggested Citation

  • Noubar Hossein Bodaghi Khajeh & Holagh Sam Rahimzadeh & Sadri Arezoo, 2023. "Identifying Factors Affecting Green Consumer Purchase Behavior on E-Commerce Websites," TalTech Journal of European Studies, Sciendo, vol. 13(1), pages 40-62, June.
    • Handle: RePEc:vrs:bjeust:v:13:y:2023:i:1:p:40-62:n:9
    DOI: 10.2478/bjes-2023-0003
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    References listed on IDEAS

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    1. Subburaj Alagarsamy & Sangeeta Mehrolia & Sonia Mathew, 2021. "How Green Consumption Value Affects Green Consumer Behaviour: The Mediating Role of Consumer Attitudes Towards Sustainable Food Logistics Practices," Vision, , vol. 25(1), pages 65-76, March.
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