Search results

1 – 1 of 1
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 16 August 2021

Cheng Pan, Yu Lei, Jiang Wu and Yuee Wang

The purpose of this study is to develop a theoretical framework to explore the influence of green packaging on green purchase intention in the context of online-to-offline (O2O…

2877

Abstract

Purpose

The purpose of this study is to develop a theoretical framework to explore the influence of green packaging on green purchase intention in the context of online-to-offline (O2O) commerce and to discuss the indirect effects of perceived value, perceived risk and green satisfaction.

Design/methodology/approach

To cast light on the factors affecting consumers’ intention to purchase in the context of O2O commerce, 295 valid questionnaire responses of O2O consumers in China were collected via an online survey. Data analysis was performed based on structural equation modeling.

Findings

The empirical results indicated that green packaging significantly affects consumers’ green purchase intention in the O2O commerce context indirectly through perceived value, perceived risk and green satisfaction. Moreover, green loyalty positively and significantly moderates the effects of perceived value, perceived risk and green satisfaction on green purchase intention.

Originality/value

Research on product packaging has mainly focused on investigating packaging materials, designs, functions and applications but has rarely examined how product packaging affects consumers’ purchase intention in the context of O2O commerce. Moreover, although previous studies have explored the roles of perceived value and perceived risk on purchase intention, they have not investigated the effects of environmental concerns and commerce context. This study attempts to fill these research gaps.

Details

Journal of Systems and Information Technology, vol. 23 no. 2
Type: Research Article
ISSN: 1328-7265

Keywords

1 – 1 of 1
Per page
102050