Restructuring the Green Consumerism Through e-commerce Portals: A Behavioural Congruence During Post-Covid-19

ABSTRACT

A worldwide changes in environment, contamination and global warming are a portion of the issues that have become an undeniably concerning issue universally. Natural disintegration has prompted organizations changing the manner by which they direct themselves, prompting the development of green marketing. But, the situation of COVID-19 has translated consumer behaviour in new direction. But, the major question arises whether the green purchasing behaviour can withstand the test of time triggered by pandemic. This article has deeply investigated whether the consumers will buy the products promoted through Green Marketing and available at online portals. This empirical research will explore the consumer buying behaviour at the convergence of the green consumerism and the online shopping portals. The factors which are manifested have been explored through EFA;they are (a) quality and attributes of the product, (b) reasonable price of the Eco-labelled product with certification, (c) online shopping portals-related attributes, (d) pro-environmental consumer behaviour and (e) consumers’ preferences according to vernacular culture. The factors reasonable price of the eco-labelled product with certification and consumers’ preferences according to vernacular culture have higher impact as obtained through regression analysis. The implied finding of the research is to promote the green purchasing behaviour through online shopping portals. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.