Green E‐Commerce as a Corporate Environmental Responsibility Practice: The Roles of Environmental Awareness and Perceived Ethical Responsibility in Hotel Guests' Green Purchase Intentions

ABSTRACT The convergence of digital transformation and environmental sustainability has encouraged hospitality organizations to use digital platforms as tools for corporate environmental responsibility. However, limited research has examined how green e‐commerce is associated with hotel guests' green purchase intentions. Drawing on the Stimulus–Organism–Response framework, this study investigates the association between green e‐commerce and green purchase intention, including parallel indirect associations through environmental awareness and perceived ethical responsibility. Data were collected through an online questionnaire from 527 guests who had stayed in five‐star hotels and interacted with hotel digital platforms. The model was tested using partial least squares structural equation modeling. The findings show that green e‐commerce is positively associated with green purchase intention ( β = 0.417, p < 0.001), environmental awareness ( β = 0.344, p < 0.001), and perceived ethical responsibility ( β = 0.369, p < 0.001). Environmental awareness ( β = 0.361, p < 0.001) and perceived ethical responsibility ( β = 0.298, p < 0.001) are also positively associated with green purchase intention. Significant specific indirect associations are observed through environmental awareness ( β = 0.124, p < 0.001) and perceived ethical responsibility ( β = 0.110, p < 0.001), while the model explains 66.4% of the variance in green purchase intention. The study advances the literature by positioning perceived green e‐commerce within corporate environmental responsibility and by integrating guests' personal environmental orientation and organization‐specific ethical evaluation as complementary explanatory pathways within the S‐O‐R framework.