Sustainability and Consumer Behavior in Electronic Commerce

被引：7
|
作者：
Stofejova, Lenka [1 ]
Kral, Stefan [1 ]
Fedorko, Richard [1 ]
Bacik, Radovan [1 ]
Tomasova, Maria [1 ]
机构：
[1] Univ Presov Presov, Fac Management & Business, Dept Mkt & Int Trade, Konstantinova 16, Presov 08001, Slovakia
来源：
SUSTAINABILITY | 2023年 / 15卷 / 22期
关键词：
sustainability; purchasing behavior; consumer behavior; electronic commerce; e-commerce; online shopping; WILLINGNESS-TO-PAY; PURCHASE INTENTION; GREEN PRODUCTS; FOOD; ANTECEDENTS; INFORMATION; CARE;
D O I：
10.3390/su152215902
中图分类号：
X [环境科学、安全科学];
学科分类号：
08 ; 0830 ;
摘要：
Environmental awareness among consumers is on the rise as they are starting to prefer sustainable products and services. The aim of this research was to examine the relationships between consumer behavior when shopping online for green products and the factors that influence it from the point of view of sustainability. Primary data were obtained using a questionnaire survey and subsequently processed using descriptive analysis, confirmatory factor analysis and structural equation modeling. The obtained research results showed that Digitization in Green Marketing has a significant impact on Environmental Attitude, and that aspects like Environmental Attitude, Environmental Oriented Lifestyle, Willingness to Pay for Green Products and Subjective Norms have a significant impact on Environmental Purchasing Behavior. Moreover, the study found that the factors Environmental Oriented Lifestyle, Willingness to Pay for Green Products, Subjective Norms and Environmental Purchasing Behavior have a significant impact on Future Purchase Intention. The research results can help online retailers in planning and implementing green marketing strategies not only in sales but also in other business processes. In order to stay competitive, businesses should be able to respond promptly to changes in consumer behavior trends, while it is undeniable that the aspect of sustainability plays an increasingly important role here.
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收藏
页数：16
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