Modeling the predictors of consumers' online purchase intention of green products: the role of personal innovativeness and environmental drive

Our society faces mounting pressure regarding the necessity of green consumption as issues related to the environment will likely become a severe concern in the coming times. This paper examined the factors influencing the online purchasing of green products. A survey was carried out on 182 consumers, and the partial least square method was used to test the hypothesis. The results establish social influence and perceived usefulness as a critical determinant of consumers' online green product purchase intentions. The environmental drive is observed to moderate the association between personal innovativeness and online purchase intention. This is one of the few studies to examine the influence of personal innovativeness on consumers' online green product purchase intention and pioneer in examining an environmental drive's moderating role. The information about the key predictors of online green purchase can help companies strategize better and develop and implement an effective program to enhance the customers' online green purchase intention.