Next Article in Journal
Optimization of Vehicle Routing Problem with Time Windows for Cold Chain Logistics Based on Carbon Tax
Previous Article in Journal
A Preliminary Study on Connectivity and Perceived Values of Community Green Spaces
Previous Article in Special Issue
Value Assigned to Employees Who Preserve the Social and Organizational Environment
Article Menu
Issue 5 (May) cover image

Export Article

Open AccessArticle
Sustainability 2017, 9(5), 693; doi:10.3390/su9050693

Consumer Empowerment in the Digital Economy: Availing Sustainable Purchasing Decisions

1
Department of Economics, University of Insubria, 21100 Varese, Italy
2
Department of Management, Università della Svizzera Italiana, USI, 6900 Lugano, Switzerland
3
Department of International Business and Economics, Bucharest University of Economic Studies, 010374 Bucharest, Romania
*
Author to whom correspondence should be addressed.
Academic Editor: Giuseppe T. Cirella
Received: 19 March 2017 / Revised: 19 April 2017 / Accepted: 21 April 2017 / Published: 27 April 2017
(This article belongs to the Special Issue Multi-disciplinary Sustainability Research)
View Full-Text   |   Download PDF [569 KB, uploaded 27 April 2017]   |  

Abstract

The advent of the digital economy and, implicitly, of competition in the online marketplace has triggered new challenges in terms of consumer protection approaches. Online, consumer skills are expected to be improved and the level of consumer awareness and engagement increased. These are the baseline prerequisites of the sustainable purchasing decision and, thus, should be considered as pillars of responsible online consumption. Consistent with the novel consumption challenges, the current paper is intended to advance and test a research model integrating five main constructs, namely, competition in the online marketplace, online consumer skills, online consumer awareness, online consumer engagement and sustainable purchasing decision. A total of 318 college students—a representative population of the new Millennials generation—accepted the invitation to participate in a questionnaire-based survey. In order to pertinently analyze the collected data, a structural equation modeling technique based on partial least squares was employed for the assessment of the measurement and the structural model. The findings indicated that the model explained 24.4 percent of the variance of sustainable purchasing decisions, while the highest influence was exerted by the improvement of online consumer skills. This implies that online providers should revisit their products sustainability standards on purpose to preserve a competitive advantage. View Full-Text
Keywords: competition; online consumer skills; consumer awareness; consumer engagement; sustainable purchasing decision competition; online consumer skills; consumer awareness; consumer engagement; sustainable purchasing decision
Figures

Figure 1

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

Supplementary material

Scifeed alert for new publications

Never miss any articles matching your research from any publisher
  • Get alerts for new papers matching your research
  • Find out the new papers from selected authors
  • Updated daily for 49'000+ journals and 6000+ publishers
  • Define your Scifeed now

SciFeed Share & Cite This Article

MDPI and ACS Style

Gazzola, P.; Colombo, G.; Pezzetti, R.; Nicolescu, L. Consumer Empowerment in the Digital Economy: Availing Sustainable Purchasing Decisions. Sustainability 2017, 9, 693.

Show more citation formats Show less citations formats

Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Related Articles

Article Metrics

Article Access Statistics

1

Comments

[Return to top]
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top