Consumer purchasing of green products: The role of social presence in online retailing

Stefanie Sohn, Barbara Seegebarth, Martin Kissling, Tabea Sippel

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review

Abstract

This research broadens extant knowledge about green product purchasing by considering the stimulating power of store environmental cues. In particular, this study examines the relationship between social presence in online store environments and consumer purchasing of organic food. Comprehensively, we conducted two experimental studies with a between-subject design among students. The results reveal that increasing levels of social presence in online stores positively influence consumers’ intentions to purchase the products sold in this online store. Consumer trust perceptions explain the relationship between social presence and purchase intentions. We found that increasing levels of social presence result in higher perceived trust in the online store. Online store trust, in turn, positively influences brand trust which then enhances purchase intentions.
Original languageEnglish
Title of host publicationProceedings of the 47th Annual Conference of the European Marketing Academy
Publication date2020
Publication statusPublished - 2020
Externally publishedYes
Event47th Annual Conference of the European Marketing Academy: People Make Marketing - University of Strathclyde, Glasgow, United Kingdom
Duration: 29. May 20181. Jun 2018
Conference number: 47

Conference

Conference47th Annual Conference of the European Marketing Academy
Number47
LocationUniversity of Strathclyde
Country/TerritoryUnited Kingdom
CityGlasgow
Period29/05/201801/06/2018

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