Supporting sustainability by promoting online purchase through enhancement of online convenience

Swapan Kumar Saha (), Paulo Duarte (), Susana Silva () and Guijun Zhuang ()
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Swapan Kumar Saha: Xi’an Jiaotong University
Paulo Duarte: Universidade da Beira Interior
Guijun Zhuang: Xi’an Jiaotong University

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2021, vol. 23, issue 5, No 33, 7272 pages

Abstract: 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.

Keywords: Service convenience; Online shopping experience; Online customer satisfaction; Behavioral intention; Willingness to pay more; Environmental sustainability (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (6)

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DOI: 10.1007/s10668-020-00915-7

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