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Investigating the Drivers of Sustainable Consumption and Their Impact on Online Purchase Intentions for Agricultural Products

Author

Listed:
  • Adil Zia

    (Department of Marketing, College of Business Administration, Al-Baha University, Al-Baha P.O. Box 1988, Saudi Arabia)

  • Musaad Alzahrani

    (Department of Computer Science, Al-Baha University, Al-Baha P.O. Box 1988, Saudi Arabia)

  • Abdullah Alomari

    (Department of Computer Science, Al-Baha University, Al-Baha P.O. Box 1988, Saudi Arabia)

  • Fahad AlGhamdi

    (Department of Computer Science, Al-Baha University, Al-Baha P.O. Box 1988, Saudi Arabia)

Abstract

This research is an attempt to explore the drivers of sustainable consumption and their impact on online purchase intentions (OPI) for agricultural products. To this aim, social influence (SI) and quality assurance (QA) were identified as the drivers of sustainable consumption leading to the formation of OPI. The input from the technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) has been incorporated to develop a model that explains the formation of OPI. Primary data were collected from 612 respondents and subjected to partial least square (PLS) analysis. The impact of SI and QA on OPI was found to be positively significant. Furthermore, the influence of perceived value (PV) as a mediator for the SI–OPI relationship has been discovered to be positively significant. This shows that as the PV increases, the influence of SI also increases. However, when the perceived risk (PR) was introduced as a mediator for the QA–OPI relationship, the influence of QA on OPI became insignificant. SI and QA impacts are the most important aspects that influence OPI according to this study, which is useful information for agricultural enterprises and online vendors. It is proposed that the SI and QA impacts might be exploited as a new tool to influence customers’ OPI for agricultural firms and online sellers. Therefore, managers must work to produce greater levels of PV in online purchases and reduce the PR in order to develop OPI for sustainable consumption.

Suggested Citation

  • Adil Zia & Musaad Alzahrani & Abdullah Alomari & Fahad AlGhamdi, 2022. "Investigating the Drivers of Sustainable Consumption and Their Impact on Online Purchase Intentions for Agricultural Products," Sustainability, MDPI, vol. 14(11), pages 1-17, May.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:11:p:6563-:d:825624
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    2. Mark Schoor & Ana Patricia Arenas-Salazar & Irineo Torres-Pacheco & Ramón Gerardo Guevara-González & Enrique Rico-García, 2023. "A Review of Sustainable Pillars and their Fulfillment in Agriculture, Aquaculture, and Aquaponic Production," Sustainability, MDPI, vol. 15(9), pages 1-20, May.
    3. Zhi Li & Lu Lv & Zuo Zhang, 2022. "Research on the Characteristics and Influencing Factors of Chinese Urban Households’ Electricity Consumption Efficiency," Energies, MDPI, vol. 15(20), pages 1-15, October.
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    5. Rogel Angelo A. Rebualos & Yogi Tri Prasetyo & Maela Madel L. Cahigas & Reny Nadlifatin & Ma. Janice J. Gumasing & Irene Dyah Ayuwati, 2024. "Investigating Factors Affecting the Purchase Intention in Petroleum Stations Implementing Sustainable Practices: A Pro-Environmental Behavior Approach with a Consideration of Sustainable Initiatives K," Sustainability, MDPI, vol. 16(10), pages 1-28, May.
    6. Jianfang Liang & Ruiwen Wang & Jingjun Li, 2022. "Exploring the Relationship between Chinese Urban Residents’ Perceptions of Sustainable Consumption and Their Efficiency Behavior: A Mediation and Moderation Analysis Based on the Social Practice Appro," Sustainability, MDPI, vol. 14(18), pages 1-25, September.
    7. Ogbo O.G & Amaechi M. & Okonkwo U.C., 2024. "Environmental and Social Impact of Sand Mining Activities Along the Odene-Aguleri River, Anambra State Nigeria," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(6), pages 193-207, June.

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