Exploring the O Zone effect
How Own, Others and Outer Influences Shape Green Purchasing Behaviour in E-Commerce
Bibliographic Data
| ID | 6436167 |
|---|---|
| Authors | Nitika Sharma (0000-0003-0559-8753, International Management Institute), Arminda Do Paço (0000-0002-2806-4247, University of Beira Interior), Arminda Paço |
| Year | 2025 |
| Volume | 23 |
| Issue | 2 |
| Pages | 234-261 |
| Publication date | 2025-01-23 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Information Communication and Ethics in Society (JOURNAL) |
| Journal identifiers | ISSN: 1758-8871 • E-ISSN: 1477-996X |
| Publisher | Emerald Publishing Limited (PUBLISHER • GB) |
| DOI | 10.1108/jices-09-2024-0137 |
| OpenAlex | W4406770222 |
| Language | EN |
| Citations received | 2 |
| References cited | 91 |
Purpose This study aims to explore the impact of Own, Others and Outer influences (O3) on green purchasing behaviour in e-commerce. The study uses the O ZONE model and Stimulus–Organism–Behaviour–Consequence (SOBC) framework to analyse the impact of green intentions, green product awareness and green self-efficacy. Design/methodology/approach This study collected data from 405 respondents through a self-administered questionnaire and analysed the data via partial least squares structural equation modelling and necessary condition analysis using the software SmartPLS. Findings The findings indicate that O3 factors significantly affect green product awareness among consumers, with “Own” having no impact in ecommerce. Furthermore, this study found that green self-efficacy fully mediates the relationship between green product awareness and purchasing intentions. Interestingly, the results suggest that e-commerce recommendations ( others ) and marketer persuasion ( outer influence ) have a greater impact on green product awareness, which in turn influences green buying intentions via green self-efficacy, compared to personal knowledge (own). Finally, it shows that green purchase intentions lead to green buying behaviour. Practical implications This study helps to understand how to create green product awareness through information transfer and ways to enhance green self-efficacy to motivate green buying behaviour. Hence, it offers valuable insights for practitioners, policymakers and managers in green and digital marketing, highlighting the importance of effective knowledge transfer to enhance green consumer behaviour. Marketers can better understand the factors influencing consumers’ awareness of green products, such as personal knowledge, online reviews, recommendations from e-commerce websites and marketing campaigns. Social implications The findings add new insights to the existing knowledge of green purchasing behaviour in e-commerce by highlighting the importance of understanding the factors that influence consumers’ green product awareness and self-efficacy. In addition, it underscores the relative impact of O3 factors on green purchasing behaviour, aiding the development of effective marketing strategies promoting green products in ecommerce platform. Originality/value Highlighting the ever-evolving nature of the e-commerce industry, this study stresses the importance of staying abreast of trends for marketer success. It reiterates the significance of adapting strategies to align with emerging industry practices and consumer preferences
Business · Consumer Awareness · Green Marketing · Persuasion · Product (mathematics · Purchasing · Structural equation modeling · Computer Science · Digital Marketing and Social Media · Environmental Sustainability in Business · Psychology · Social Psychology · Sustainable Supply Chain Management · Marketing
Re‐examining green purchase behaviour and the green consumer profile
Beyond a tandem analysis of SEM and PROCESS
Green innovation to respond to environmental regulation
Structural Equation Models with Unobservable Variables and Measurement Error
Young consumers' intention towards buying green products in a developing nation
A fresh look at understanding Green consumer behavior among young urban Indian consumers through the lens of Theory of Planned Behavior
Partial Least Squares Structural Equation Modeling
An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research
Gender differences in Egyptian consumers’ green purchase behaviour
Common method biases in behavioral research
When to use and how to report the results of PLS-SEM
PLS-SEM or CB-SEM
Statistical power analyses using G*Power 3.1
Common Method Bias in PLS-SEM
Exploring preferences and sustainable attitudes of Airbnb green users in the review comments and ratings
Consumer behavior and environmental sustainability in tourism and hospitality
A systems approach to examine microentrepreneurship development through Stimulus-Organism-Behavior-Consequence (Sobc) theory
Option or necessity
How do ethical consumers utilize sharing economy platforms as part of their sustainable resale behavior? The role of consumers’ green consumption values
Investigating the antecedents of consumer behavioral intention for sustainable fashion products
Covid-19, consumer behavior, technology, and society
Transforming consumers' intention to purchase green products
Green product purchase decision
AI and emotions
When predictors of outcomes are necessary
Environmental consequences and climate change linked ecotourism activities in remote and protected areas of South Africa
Food waste avoidance behavior
Analyzing Relationships of Necessity Not Justin KindBut Alsoin Degree
| Unique citing works | 2 |
|---|---|
| Citations per year | 2 |
| Citation span | 2025 - 2026 (2) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 2 |