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This study aims to explore the impact of Own, Others and Outer influences (O3) on green purchasing behaviour in e-commerce. The study uses the O ZONE model and Stimulus–Organism–Behaviour–Consequence (SOBC) framework to analyse the impact of green intentions, green product awareness and green self-efficacy.

This study collected data from 405 respondents through a self-administered questionnaire and analysed the data via partial least squares structural equation modelling and necessary condition analysis using the software SmartPLS.

The findings indicate that O3 factors significantly affect green product awareness among consumers, with “Own” having no impact in ecommerce. Furthermore, this study found that green self-efficacy fully mediates the relationship between green product awareness and purchasing intentions. Interestingly, the results suggest that e-commerce recommendations (others) and marketer persuasion (outer influence) have a greater impact on green product awareness, which in turn influences green buying intentions via green self-efficacy, compared to personal knowledge (own). Finally, it shows that green purchase intentions lead to green buying behaviour.

This study helps to understand how to create green product awareness through information transfer and ways to enhance green self-efficacy to motivate green buying behaviour. Hence, it offers valuable insights for practitioners, policymakers and managers in green and digital marketing, highlighting the importance of effective knowledge transfer to enhance green consumer behaviour. Marketers can better understand the factors influencing consumers’ awareness of green products, such as personal knowledge, online reviews, recommendations from e-commerce websites and marketing campaigns.

The findings add new insights to the existing knowledge of green purchasing behaviour in e-commerce by highlighting the importance of understanding the factors that influence consumers’ green product awareness and self-efficacy. In addition, it underscores the relative impact of O3 factors on green purchasing behaviour, aiding the development of effective marketing strategies promoting green products in ecommerce platform.

Highlighting the ever-evolving nature of the e-commerce industry, this study stresses the importance of staying abreast of trends for marketer success. It reiterates the significance of adapting strategies to align with emerging industry practices and consumer preferences.

This study aims to explore how engagement with AI mediates the relationship between AI adoption in tourism and the resulting smart experiences, which ultimately foster both smart tourism love and perceived happiness among tourists.

Data were collected from 622 domestic Thai tourists aged 19 and above who visited Khon Kaen Province within the past three months and used AI-powered tools for tourism. The hypothesised model was tested using structural equation modelling (SEM) through a two-step approach.

The study reveals that the successful integration of AI in tourism largely depends on the depth of tourists’ engagement with these technologies. Greater engagement fosters enriched smart experiences and stronger emotional bonds.

This study utilises the stimulus-organism-response (S-O-R) model to examine the impact of AI adoption on tourist behaviour, making substantial theoretical contributions to the expanding body of literature on AI in tourism.

Tourism operators and policymakers should prioritise fostering meaningful engagement with AI technologies to enhance tourist experiences and strengthen emotional connections to destinations, aligning with Thailand’s digital transformation initiatives.

This study emphasises the crucial role of engagement with AI – rather than mere adoption – in shaping smart tourism experiences and emotional outcomes, thereby contributing to the literature on AI in tourism.