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This study aims to predict the intention to participate (ITP) in public activities by utilizing five levels of e-participation reported in the literature. The study used the levels of e-informing, e-consulting, e-involving, e-collaborating and e-empowering as predictors of the intention to participate in e-government services.

An empirical test was adopted using a survey to measure the five levels of e-participation and the dependent variable, ITP in e-government initiatives. The survey included items from previous studies translated to Arabic. Subjects responded to a five-point Likert scale to measure their perceptions regarding the sub-dimensions of each e-participation level. Statistical analyses of the collected data were conducted to test the assumed hypotheses. Multiple regression of the five predictor levels was conducted to predict the ITP in e-government services.

All the estimated means of e-participation levels were moderately perceived. The regression results indicated a significant prediction of three levels: e-informing, e-consulting and e-empowering. The other two levels (e-involving and e-collaborating) failed to predict the ITP. The coefficient of determination R² resulting from the regression test was significant at the 0.001 level, which explained 61.9 per cent of the variance in the dependent variable.

The instrument used is a newly developed one in Arabic language, which might have influenced the results. The distinction between e-involving and e-collaborating might not have been recognized by subjects, which might have increased the limitations of the study. The results of this study call for more research to validate the instrument and try to see if new statements of e-consulting and e-involving might be employed. The other side could be to reduce the levels to three levels only or merge the insignificant ones into one (four levels only).

Governments need to assert the role of citizens in the decision-making process. Such assertion is done through the e-participation process.

Jordanians perceive the e-informing and e-consulting levels to be a foundation that can be easily attained, but jumping to the e-empowering level means that the society is keen on the partnership with the government.

This study is the first to use the participation levels (five levels) as predictors of the ITP. Most studies have utilized theories such as technology acceptance model (TAM), theory of reseaoned action (TRA) and unified theory of acceptance and use of technology (UTAUT) and other technology adoption theories. Also, this research has established ground for an Arabic survey to measure such levels, regardless of their prediction or description purpose.

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.