Green Perspective of the Ecommerce Supply Chain in Online Retail Industry of Pakistan

Purpose: The study aimed to examine the effect of green consumerism on positive and negative environmental attitude, ease of green product use, usefulness and green product recovery towards behavioral intention to use e-commerce in Karachi, Pakistan. Design/Methodology/Approach: In this study, the quantitative method was used to construct the research framework and conduct hypothesis testing. The suitable target population for this current study is users of e-commerce in Karachi, Pakistan. The study has collected 200 responses from the respondents. Convenience sampling as a technique has been utilized. PLS-SEM has been used as a data analysis technique. Findings: The study’s findings indicated that green consumerism effects the negative environmental attitude negatively and significantly however, it affects the environmental attitude positively and significantly, besides green product recovery insignificantly affects the behavioral intention to use e-commerce. Lastly, the perceived ease of use and perceived usefulness affects the behavioral intention to use e-commerce positively and significantly. Implications/Originality/Value: Managers should adopt green company policy to replace fossil fuels with rentable fuels in logistical operations and gain a competitive edge over competitors by developing a new product line in accordance with company environmental policies.