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User Interface/User Experience Design in Green E-Commerce to Enhance Brand Image: A Systematic Review Toward a Conceptual Model

In: Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025)

Author

Listed:
  • Ni Wayan Sukartini

    (Politeknik Negeri Bali, Business Administration Department)

  • Kadek Cahya Dewi

    (Politeknik Negeri Bali, Business Administration Department)

  • Nyoman Indah Kusuma Dewi

    (Politeknik Negeri Bali, Business Administration Department)

Abstract

Green business and green living are increasingly becoming a global concern. User Interface (UI) and User Experience (UX) design that is in line with the principles of sustainability has the potential to strengthen brand image in green business. The purpose of this study is to synthesize existing literature about User Interface/User Experience Design in Green E-Commerce to Enhance Brand Image. It studied about green aspects, UI/UX design, and the relationship between them and brand image in the context of green e-commerce. The study used a systematic literature review approach based on the PRISMA guidelines. Based on the results of the analysis, the success of green e-commerce is highly dependent on three main things namely consumer attitudes (green attitude), sustainability literacy (green knowledge), and delivery strategies through green features and green design. These results emphasize the importance of integrating UI/UX elements such as informativeness, visual clarity, perceived value that not only enhance user experience but also strengthen brand image as a credible green brand. Theoretical approaches such as The Planned Behavior, Stimulus-Organism-Responses, and Fogg Behavior Model can be used as a basis of UI/UX design in forming sustainability perceptions and brand image. It can be concluded that the integration between green and UI/UX design elements is an important foundation in building a strong green brand image. This relationship pattern is an important basis for developing a conceptual model of green e-commerce UI/UX design that is not only user-friendly but also strategic in conveying sustainability commitments.

Suggested Citation

  • Ni Wayan Sukartini & Kadek Cahya Dewi & Nyoman Indah Kusuma Dewi, 2025. "User Interface/User Experience Design in Green E-Commerce to Enhance Brand Image: A Systematic Review Toward a Conceptual Model," Advances in Economics, Business and Management Research, in: Muhammad Udin Harun Al Rasyid & Nurul Fahmi & Yuliana Sukarmawati & I Wayan Sutina & Upayana Wiguna (ed.), Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025), pages 58-66, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-938-4_8
    DOI: 10.2991/978-94-6463-938-4_8
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