Factors Influencing Consumers' Online Purchase Intention for Green Products
Subject Areas : General Management
Keywords: Online Purchase Intention, Green Products, Perceived benefits, Perceived Risks, perceived trust, Perceived Convenience, Perceived price,
Abstract :
The rising awareness of environmental problems has resulted in an increase in the demand for environmentally friendly items. Understanding the elements that influence consumers' decisions to purchase green items online is vital, and one reason online purchase intention for environmentally friendly products is such an important topic is that it can help shed light on those factors. The study following quantitative research design identified the factors by way of conducting a literature review on the factors that influence customers' propensity to buy green products online followed by a quantitative analysis of the hypothesis so formulated. A total number of 370 responses were collected for the purpose of data analysis. The research project included both the snowball sampling method and the convenience sampling approach. Using multiple regression, the research hypotheses were examined and evaluated. The findings of multiple regressions show that perceived advantages, risks, trust, convenience, and price are related to respondents' intention to make an online purchase in Bahrain. Previous research found in the literature review is supported by these results, which indicate that factors such as perceived benefit, perceived risks, perceived trust, perceived convenience, and perceived price all have a beneficial effect on the online purchase of environmentally friendly products.