Sustainability and Social Responsibility

Influences of Utilitarian and Hedonic Motivations on Purchase Intention via Green Delivery: Through the Lens of the Environmental Theory of Planned Behavior

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Abstract

Although e-commerce delivery uses less primary energy than traditional retailing, the lack of sustainable delivery practices contributes to negative environmental impact. A hierarchical model based on the environmental theory of planned behavior (ETPB) was tested identifying consumers purchase intention via green delivery (PIGD) upon distinct motivations and traits. To test the hypotheses, this study conducted hierarchical regression analyses of survey data (N =319)after controlling for demographic variables. ETPB variables (attitude, subjective norms, behavior control) contributed 60.3%unique variance in explaining PIGD (H1 supported). Next, e-shopping motivations including utilitarian (convenience, energy efficiency) and experiential (e-shopping adventure) came out as significant predictors for PIGD(H2 & H3 supported). Although personality traits (conscientiousness, openness) significantly predicted PIGD (H4 partially supported), virtuous traits (self-efficacy, moral courage) did not predict PIGD (H5 not supported). In demographic subgroup analyses, only gender, education, and income revealed significant group differences across ETPBand traits variables.

Keywords: Green delivery, motivation, online shopping, sustainability

How to Cite:

Kader, M., Rashaduzzaman, M., Huang, X. & Kim, S., (2022) “Influences of Utilitarian and Hedonic Motivations on Purchase Intention via Green Delivery: Through the Lens of the Environmental Theory of Planned Behavior”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13426