Supporting sustainability by promoting online purchase through enhancement of online convenience

Environment, Development and Sustainability (2020)Cite this article

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.

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Affiliations

  1. Department of Marketing, Xi’an Jiaotong University, Xi’an, 710049, China

    Swapan Kumar Saha & Guijun Zhuang

  2. NECE - Research Centre in Business Sciences, Universidade da Beira Interior, Rua Marquês d’Ávila e Bolama, 6201-001, Covilhã, Portugal

    Paulo Duarte

  3. Católica Porto Business School, Universidade Católica Portuguesa, Rua Diogo Botelho, 1327, 4169-005, Porto, Portugal

    Susana C. Silva

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  1. Swapan Kumar Saha
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Saha, S.K., Duarte, P., Silva, S.C. et al. Supporting sustainability by promoting online purchase through enhancement of online convenience. Environ Dev Sustain (2020). https://doi.org/10.1007/s10668-020-00915-7

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Keywords

  • Service convenience
  • Online shopping experience
  • Online customer satisfaction
  • Behavioral intention
  • Willingness to pay more
  • Environmental sustainability