Online shopping for a sustainable future: the mediating role of sustainable purchase intention in consumer decision-making

Purpose This study analyzes the influence of environmental awareness, knowledge and attitude on sustainable purchase intention (SPI) and subsequent sustainable purchase decisions (SPD) within the setting of online shopping. It aims to explore how SPI functions as a mediating mechanism in this relationship. Design/methodology/approach A quantitative research design using a structured questionnaire was used to examine the influence of environmental awareness, knowledge and attitude on SPI and sustainable purchase decision. The survey was conducted offline in Jammu and Kashmir, India, to 357 consumers who had prior online shopping experience, who were selected through purposive sampling. To reduce response bias, participation was anonymous and voluntary, with screening questions ensuring relevant experience. The proposed model was analyzed using partial least squares structural equation modelling (PLS-SEM). Findings The findings indicate that environmental knowledge, attitudes, and awareness significantly impact SPIs, which in turn mediates the relationship between these factors and sustainable purchase decisions. SPIs play a critical role in converting environmental concerns into actionable purchase decisions, bridging the gap between concerns and purchase tendencies. Practical implications The study offers insights for marketers, policymakers and e-commerce platforms by highlighting the importance of enhancing consumer awareness, knowledge and attitudes to strengthen intention and encourage purchase tendencies for sustainable goods and services in the online environment, thereby fostering sustainable consumerism and supporting sustainable purchasing behavior. Originality/value This research proposes a comprehensive conceptual framework in which SPI is studied as a mediator between environmental factors (knowledge, awareness and attitude) and sustainable purchase decision (SPD) in the context of online shopping. Unlike previous studies that have primarily examined these environmental concerns in isolation, this study simultaneously explores their combined influence, providing a more integrated and complete understanding of the drivers of sustainable online purchasing behavior. While the mediating role of SPI has been discussed in theories such as the theory of planned behavior (TPB) and value-belief-norm (VBN) theory, its application within the online shopping environment remains limited. By addressing this gap, the study contributes valuable insights for online marketers, businesses and policymakers aiming to promote sustainable consumer behavior.