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Online Shopping and Sustainability. Willingness to Pay a Contribution to Offset Environmental Pollution

In: Managing Sustainability


  • Cristina Zerbini

    (University of Parma)

  • Donata Tania Vergura

    (University of Parma)


The growing development of e-commerce and the greater interest in environmental pollution issues have attracted more and more attention from researchers to study the environmental impact generated by online purchases. The present study proposed and tested a conceptual model to investigate consumers’ propensity to pay a small voluntary monetary contribution to offset the pollution generated by e-shopping. An online survey with a sample of 391 consumers was conducted. The model was tested through structural equation modelling. Results showed a positive and direct effect of personal norms, sustainable behaviour, and attitude on intention to pay a contribution. In turn, personal norms were influenced only by awareness of consequences and not by the ascription of responsibility; sustainable behaviour was determined by consumers’ attitude towards the environment and knowledge of environmental problems; attitude towards the contribution was positively or negatively affected by, respectively, positive or negative emotions. The chapter provides valuable insights to online retailers to encourage the sustainable behaviour of their customers.

Suggested Citation

  • Cristina Zerbini & Donata Tania Vergura, 2022. "Online Shopping and Sustainability. Willingness to Pay a Contribution to Offset Environmental Pollution," International Series in Advanced Management Studies, in: Beatrice Luceri & Elisa Martinelli (ed.), Managing Sustainability, pages 93-110, Springer.
  • Handle: RePEc:spr:isichp:978-3-031-12027-5_6
    DOI: 10.1007/978-3-031-12027-5_6

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