Green consumer behavior in e-commerce: The mediating role of digital engagement and the moderating effects of literacy and environmental knowledge

This study aims to identify the factors influencing digital engagement behavior and online shopping intention in the context of green e-commerce. Extending prior studies that have often examined green consumption, mobile shopping experience, and platform sustainability as separate research streams, this study develops an integrated model explaining how value-related, brand-related, experience-related, and platform-related factors jointly shape green e-commerce behavior through digital engagement. Data were collected from consumers in Vietnam through a quantitative survey and analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that green perceived value, eco-brand credibility, mobile shopping experience, and platform sustainability features positively influence digital engagement behavior and online shopping intention. Furthermore, digital engagement behavior plays an important mediating role, clarifying the behavioral mechanism through which consumers move from green awareness and digital platform experience to online shopping intention. Meanwhile, digital literacy and environmental knowledge significantly strengthen the effect of digital engagement behavior on online shopping intention, demonstrating the important role of these competencies in sustainable consumption. By integrating green value perception, eco-brand credibility, mobile shopping experience, platform sustainability features, digital engagement, and consumer competencies into a single explanatory framework, this study offers novel evidence on green e-commerce behavior in an emerging economy context. This study contributes to expanding the understanding of green consumer behavior on digital platforms and proposes strategic directions for e-commerce businesses seeking to promote sustainable online consumption.