Greening the Digital Cart

Eco-friendly practice is required for the establishment of Sustainability and for this, a positive intention is needed from consumers in e-commerce (e-com) sector. This study explores how green consumerism (GC), perceived environmental sustainability (PENVS), perceived economic sustainability (PECS), perceived social sustainability (PSS) and perceived cost (PC) influence consumers' attitude (ATTU) and thereby have an impact on intention to use (IU) e-com platforms. Structural Equation Modelling (SEM) was employed to evaluate the proposed framework. A structured questionnaire was administered to 410 e-com users with 389 valid responses collected through convenience sampling. Results show that (i) GC, PENVS, PECS and PSS positively and significantly influence ATTU while PC has a negative effect; (ii) IU is positively influenced by ATTU and negatively by PC; (iii) ATTU partially mediates the relationship between PC and IU. The findings underline the importance of aligning environmental efforts with consumer expectations. It offers practical insight for e-com firms and policymakers in India.