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Supporting sustainability by promoting online purchase through enhancement of online convenience

Author

Listed:
  • Swapan Kumar Saha

    (Xi’an Jiaotong University)

  • Paulo Duarte

    (Universidade da Beira Interior)

  • Susana C. Silva

    (Universidade Católica Portuguesa)

  • Guijun Zhuang

    (Xi’an Jiaotong University)

Abstract

Online purchases can support environmental sustainability by reducing the number of shopping trips. The purpose of this article is to understand how online convenience may be used to increase online purchase intention and therefore contribute to environmental sustainability. Employing a snowball sampling technique data from 226 Chinese respondents were used with Least Squares Structural Equation Modelling (PLS-SEM) to test the research hypotheses. Findings suggest that customers with experience have a strong effect on the relationship between service convenience and customer satisfaction. It is also found that satisfied customers desired to stay longer and are willing to pay more. From a theoretical point of view, this study fills several gapes by extending previous work that investigates the impact of online convenience on customer satisfaction and behavioral intention by revealing the novelty impact on the willingness to pay and desire to stay. From a managerial standpoint, the findings help managers considering doing businesses or planning to do businesses in China and for companies committed to reducing their carbon footprint in understanding how they can use online convenience to stimulate online purchases among their clients and consequently becoming more environmentally friendly and socially responsible.

Suggested Citation

  • Swapan Kumar Saha & Paulo Duarte & Susana C. Silva & Guijun Zhuang, 2021. "Supporting sustainability by promoting online purchase through enhancement of online convenience," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(5), pages 7251-7272, May.
    • Handle: RePEc:spr:endesu:v:23:y:2021:i:5:d:10.1007_s10668-020-00915-7
    DOI: 10.1007/s10668-020-00915-7
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    Cited by:

    1. Marcin Gąsior, 2021. "Environmental Attitudes and Willingness to Purchase Online—Classification Approach," Sustainability, MDPI, vol. 13(15), pages 1-17, August.
    2. Leonardo Salvatore Alaimo & Mariantonietta Fiore & Antonino Galati, 2020. "How the Covid-19 Pandemic Is Changing Online Food Shopping Human Behaviour in Italy," Sustainability, MDPI, vol. 12(22), pages 1-18, November.
    3. Mihai Andronie & George Lãzãroiu & Roxana ?tefãnescu & Lumini?a Ionescu & Mãdãlina Coco?atu, 2021. "Neuromanagement decision-making and cognitive algorithmic processes in the technological adoption of mobile commerce apps," Oeconomia Copernicana, Institute of Economic Research, vol. 12(4), pages 1033-1062, December.
    4. Khondaker Sazzadul Karim & Mohammad Ekramol Islam & Abdullah Mohammed Ibrahim & Shin-Hung Pan & Md. Mominur Rahman, 2023. "Online Marketing Trends and Purchasing Intent Advances in Customer Satisfaction through PLS-SEM and ANN Approach," Advances in Decision Sciences, Asia University, Taiwan, vol. 27(4), pages 24-54, December.
    5. Hemant Chauhan & Ashutosh Pandey & Saurabh Mishra & Shashi Kant Rai, 2021. "Modeling the predictors of consumers’ online purchase intention of green products: the role of personal innovativeness and environmental drive," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(11), pages 16769-16785, November.

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