Abstract
This research investigates how psychosocial, subjective, and financial well-being influence consumers’ sustainable consumption intention in e-commerce. Data from 718 Vietnamese consumers were analyzed using partial least squares-structural equation modeling. Results indicate that psychosocial well-being positively impacts sustainable consumption intention, while subjective and financial well-being show no direct effect. However, subjective well-being indirectly influences sustainable consumption through online shopping. Online shopping partially mediates the relationship between psychosocial well-being and sustainable consumption intention, and directly enhances consumers’ sustainable consumption intention. The study recommends marketers focus on customers’ psychosocial well-being and leverage e-commerce to promote sustainable consumption.
Published Version
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