Customer Support for Sustainability: The Empirical Analysis in Online Shopping Context

This study investigates consumer support for sustainability within the online shopping context by integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) framework with psychological factors such as Personal Innovativeness (PEI) and Sustainability Consciousness (SUC). The results reveal that Performance Expectancy (PEE), Effort Expectancy (EFE), Social Influence (SOI), Facilitating Conditions (FAC), PEI, and SUC significantly influence customer satisfaction, which mediates the relationship with consumer support for sustainability. The findings contribute to the theoretical understanding of how technological and psychological drivers jointly impact sustainable consumer behavior in e-commerce. From a managerial perspective, the study provides actionable insights for online retailers, emphasizing the need to enhance customer experience through intuitive platforms, robust facilitating conditions, and innovative sustainability features. Additionally, leveraging social influence and fostering sustainability awareness are critical strategies to build customer satisfaction and encourage active consumer support for green initiatives. These insights guide both academics and practitioners in advancing sustainable practices in the online shopping landscape.