Green at a click: What drives consumers to buy houseplants online?

This study set out to find factors that influence consumers to purchase houseplants through online platforms. A total of 405 respondents evaluated 43 statements across 11 categories. Structural equation modelling revealed that consumer trust, promotion and psychological benefits have a significant positive effect on purchase behaviour. However, perceived usefulness, perceived ease of use, electronic word of mouth, price, hedonic motivation and perceived severity showed no significant influence. Based on these findings, the researcher has identified the theoretical and managerial implications that are useful to businesses that sell houseplants online. This article is also included in The Business & Management Collection which can be accessed at http://hstalks/business.