From Green Digital Engagement to Sustainable Purchase Intention: The Roles of Eco-Claim Transparency, Mobile Experience and Consumer Competencies in India

Green e-commerce offers consumers access to products promoted through environmental benefits, sustainability labels and responsible-brand narratives. Yet online shoppers often find it difficult to verify environmental claims before purchasing, while digital engagement may reflect browsing or sharing rather than a genuine intention to buy. This paper proposes an integrated model for examining sustainable online shopping intention among Indian consumers. The framework considers green perceived value, eco-brand credibility, mobile shopping experience and platform sustainability features as antecedents of digital engagement and online shopping intention. Digital engagement is positioned as a mediating mechanism, while digital literacy and environmental knowledge are proposed as moderators of the engagement–intention relationship. The model draws on the Stimulus–Organism–Response perspective, the Theory of Planned Behavior, technology acceptance research and the Elaboration Likelihood Model. A quantitative survey and partial least squares structural equation modeling (PLS-SEM) are proposed. The paper provides hypotheses, suggested measurement items and analysis tables with interpretation guidance. Since no original respondent dataset was provided, empirical coefficients and significance results are deliberately left blank rather than invented. The framework offers a testable approach to understanding how consumers’ evaluations of green value and digital experiences may shape sustainable purchasing intentions in India.