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

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.