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Sustainability
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Eco-Friendly E-commerce: Empowering Purchase Intentions for Sustainable Growth
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Eco-Friendly E-commerce: Empowering Purchase Intentions for Sustainable Growth

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".

Deadline for manuscript submissions: 15 March 2026 | Viewed by 3686

Special Issue Editor

Prof. Dr. Natalia López-Mosquera García

E-Mail Website
Guest Editor
Departamento de Economía Financiera y Contabilidad, Facultad de Empresa, Finanzas y Turismo, Avda. de la Universidad s/n, 10071 Cáceres, Spain
Interests: business strategies; consumer behavior; decision-making process; environment; tourism

Special Issue Information

Dear Colleagues,

We are pleased to invite you to participate in a unique opportunity to contribute to the research field of “Eco-Friendly E-commerce: Empowering Purchase Intentions for Sustainable Growth”. Eco-friendly e-commerce research focuses on the intersection of sustainability and online retail, addressing the environmental impact of traditional practices. By empowering purchase intentions for sustainable growth, we can encourage consumers to make eco-friendly choices and support businesses that prioritize sustainability. This Special Issue offers the potential to drive significant positive change in the e-commerce industry and contribute to the larger objective of achieving sustainable development.

We would like to receive your contributions in the form of original research articles and reviews. The scope of this Special Issue includes (but is not limited to) the following:

  • Sustainable marketing strategies in e-commerce;
  • Technological innovations to promote sustainability in electronic markets;
  • Factors influencing the purchase intention of eco-friendly products online;
  • Impact of consumer reviews and feedback on sustainable purchase intentions;
  • Successful case studies of eco-friendly e-commerce.

We look forward to receiving your contributions and leveraging this opportunity to advance the field of eco-friendly e-commerce. Your participation as colleagues and experts will be crucial to the success of this Special Issue.

Prof. Dr. Natalia López-Mosquera García
Guest Editor

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • consumer behaviour
  • digital sustainability
  • eco-conscious consumer
  • eco-friendly e-commerce
  • environmental impact
  • green marketing
  • online retail
  • purchase intentions
  • sustainable growth
  • sustainable practices

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Further information on MDPI's Special Issue policies can be found here.

Published Papers (3 papers)

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Research

28 pages, 698 KB  
Article
From Innovation to Use: Configurational Pathways to High Fintech Use Across User Groups
by Hyun-Sun Ryu
Sustainability 2025, 17(17), 7762; https://doi.org/10.3390/su17177762 - 28 Aug 2025
Viewed by 192
Abstract
Despite high expectations for Fintech growth, its real-world expansion has fallen short due to its inherent complexity. Although Fintech is innovative, its multidimensional nature has made it difficult for companies to develop effective, tailored solutions for its diverse user groups. To foster the [...] Read more.
Despite high expectations for Fintech growth, its real-world expansion has fallen short due to its inherent complexity. Although Fintech is innovative, its multidimensional nature has made it difficult for companies to develop effective, tailored solutions for its diverse user groups. To foster the development of effective and practical Fintech solutions that can expand the user base, a novel and integrative approach is required. Therefore, this study aims to explore specific solutions to enhance Fintech use by holistically combining and intertwining various attributes. Based on the diffusion of innovation theory and the information systems success model, we propose a conceptual Fintech model consisting of three dimensions: innovation, financial service, and information technology. To investigate this model, we adopt fuzzy-set qualitative comparative analysis (fsQCA), a set-theoretic method suited to identifying combinations of Fintech attributes that lead to specific outcomes. The results reveal that the configurations of Fintech attributes leading to high Fintech use differ across four user groups: Infrequent users, Lurkers, Task-driven users, and Power users. The findings also show that information technology plays multifaceted roles depending on its combination with other Fintech attributes. This study explains the interdependencies among Fintech attributes and their combined effects on Fintech use, offering deeper insights into Fintech research through a configurational lens. Full article
(This article belongs to the Special Issue Eco-Friendly E-commerce: Empowering Purchase Intentions for Sustainable Growth)
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16 pages, 543 KB  
Article
Understanding the Impact of Social, Hedonic, and Promotional Cues on Purchase Intention in Short Video Platforms: A Dual-Path Model for Digital Sustainability
by Aonan Cao, Yannan Li and Ahreum Hong
Sustainability 2025, 17(15), 6894; https://doi.org/10.3390/su17156894 - 29 Jul 2025
Viewed by 834
Abstract
In the context of eco-friendly e-commerce, understanding the psychological and experiential mechanisms that drive consumers’ online purchasing behavior is essential for promoting sustainable platform development. This study aims to fill a critical gap in the literature by examining how social interaction, entertainment, and [...] Read more.
In the context of eco-friendly e-commerce, understanding the psychological and experiential mechanisms that drive consumers’ online purchasing behavior is essential for promoting sustainable platform development. This study aims to fill a critical gap in the literature by examining how social interaction, entertainment, and sales promotion influence consumers’ purchase intentions through the mediating roles of perceived value and immersive flow experience. Grounded in the Stimulus–Organism–Response (S-O-R) theoretical framework, we developed a structural model and conducted an empirical analysis using survey data collected from 438 online shoppers. Data analysis was conducted using SPSS and AMOS through SEM. The results show that social interaction and sales promotion significantly enhance both perceived value and flow experience, which in turn positively influence consumers’ purchase intentions. However, entertainment exhibits a negative and significant effect on perceived value and does not significantly affect flow experience, indicating that hedonic content may not always translate into perceived usefulness or deep engagement. Moreover, the influence of social interaction on flow experience was also found to be negative and significant, suggesting that not all forms of interaction necessarily lead to immersive experiences. These findings highlight the complex psychological dynamics in digital consumption. This study contributes original insights by integrating psychological engagement mechanisms with the goal of digital sustainability, offering practical implications for online retailers aiming to enhance user engagement and platform longevity through experience-driven strategies. Full article
(This article belongs to the Special Issue Eco-Friendly E-commerce: Empowering Purchase Intentions for Sustainable Growth)
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20 pages, 456 KB  
Article
What Drives Consumer Engagement and Purchase Intentions in Fashion Live Commerce?
by Kihyang Han and Hyeon Jo
Sustainability 2025, 17(13), 5734; https://doi.org/10.3390/su17135734 - 22 Jun 2025
Viewed by 1643
Abstract
Fashion live commerce has rapidly emerged as a compelling format that blends entertainment, real-time interaction, and product promotion. However, limited research has examined how specific experiential and perceptual factors influence consumer behavior in this context. This study aims to identify the key psychological [...] Read more.
Fashion live commerce has rapidly emerged as a compelling format that blends entertainment, real-time interaction, and product promotion. However, limited research has examined how specific experiential and perceptual factors influence consumer behavior in this context. This study aims to identify the key psychological and environmental drivers of satisfaction, continued platform use, and purchase intention among viewers of fashion live commerce. Using the stimulus–organism–response framework, this research focuses on the effects of perceived credibility, social media influencer characteristics, informativeness, internal shop environment, and monetary savings. Data were collected from 300 users of fashion live commerce platforms and analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that all predictor variables significantly influence either satisfaction or current use, and both satisfaction and current use significantly predict purchase intention. Among the factors, satisfaction plays a central role, acting as a strong predictor for both current engagement and future buying decisions. These findings offer theoretical insights into consumer engagement in live commerce and provide practical guidance for streamers, marketers, and platform designers aiming to improve user experience and conversion rates. This study contributes to understanding the evolving dynamics of digital shopping environments shaped by social and emotional interactions. Full article
(This article belongs to the Special Issue Eco-Friendly E-commerce: Empowering Purchase Intentions for Sustainable Growth)
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