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Consumer Behavior and Sustainability in the Electronic Commerce
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Consumer Behavior and Sustainability in the Electronic Commerce

A special issue of Sustainability (ISSN 2071-1050).

Deadline for manuscript submissions: closed (20 October 2022) | Viewed by 41583

Special Issue Editors

Prof. Dr. Paulo Rita

E-Mail Website
Guest Editor
NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, Campus de Campolide, 1070-312 Lisboa, Portugal
Interests: digital marketing; social media; marketing analytics; consumer behavior and tourism marketing
Dr. Ricardo Filipe Ramos

E-Mail Website
Guest Editor
1. Instituto Politécnico de Coimbra, ESTGOH, Oliveira do Hospital, Portugal
2. Instituto Universitário de Lisboa (ISCTE-IUL), ISTAR, Lisboa, Portugal
3. CICEE – Centro de Investigação em Ciências Económicas e Empresariais, Universidade Autónoma de Lisboa, Lisboa, Portugal
Interests: marketing; tourism; consumer behavior
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

Electronic Commerce boosted its growth in recent years, particularly in the pandemic context (Kim, 2020), and it is expected to continue growing in the following years. The increasing number of online purchases led to an incremental environmental impact. However, the impact on the environment in terms of increased CO2 emissions and energy use remains uncertain.

Consumers are aware of this and demand that companies adopt environmentally friendly actions (Oláh et al., 2018).

Since the primary objective is to generate economically sustainable profits and revenue, companies struggle to find innovative ways to be environmentally sustainable and meet consumers’ expectations.

Given the scope of this scenario, this Special Issue calls for papers that aim to understand the companies’ sustainable Electronic Commerce actions and their impact on consumer behavior to increase our knowledge in this relevant area of research.

Original research articles and reviews are welcome. Research areas may include (but are not limited to) the following:

  • B2C e-commerce sustainable last mile distribution;
  • Best practices in sustainable electronic commerce;
  • Consumer in e-commerce green logistics;
  • Cyber-security and sustainability in electronic commerce;
  • E-commerce acceptance dimension of sustainability;
  • E-commerce deliveries sustainability challenges;
  • E-commerce market sustainable competitiveness;
  • Economics of sustainable electronic commerce;
  • Electronic commerce consumer satisfaction;
  • Environmental implications of electronic commerce;
  • Environmental sustainability e-commerce supply chain;
  • Era of e-commerce sustainable supply chains;
  • Ethics and law, e-commerce and sustainability;
  • Impact of e-commerce development logistics sustainability;
  • Internet infrastructures and sustainability;
  • Literature reviews on sustainable electronic commerce;
  • Local marketing, e-commerce and sustainability;
  • Mobile marketing, e-commerce and sustainability;
  • Packaging sustainability e-commerce;
  • Possible trade-offs sustainable e-commerce;
  • Reverse logistics e-commerce market;
  • Social media, e-commerce and sustainability;
  • Social responsibility in electronic commerce;
  • Social sustainability e-commerce effect;
  • Sustainable business e-commerce effects;
  • Sustainable development goals e-commerce effects;
  • Sustainable environment e-commerce business model;
  • Sustainable electronic commerce business models;
  • Sustainability and artificial intelligence in electronic commerce.

We look forward to receiving your contributions.

Prof. Dr. Paulo Rita
Dr. Ricardo Filipe Ramos
Guest Editors

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.

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Published Papers (5 papers)

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Research

27 pages, 728 KiB  
Article
Last-Mile Delivery Methods in E-Commerce: Does Perceived Sustainability Matter for Consumer Acceptance and Usage?
by Patrick Klein and Bastian Popp
Sustainability 2022, 14(24), 16437; https://doi.org/10.3390/su142416437 - 8 Dec 2022
Cited by 19 | Viewed by 11519
Abstract
Sustainability has gained significant importance in e-commerce, as it impacts both consumer behavior and company success. This paper contributes to the literature on sustainability in e-commerce by studying the perceived sustainability of three common last-mile delivery methods (home delivery, parcel lockers, and click [...] Read more.
Sustainability has gained significant importance in e-commerce, as it impacts both consumer behavior and company success. This paper contributes to the literature on sustainability in e-commerce by studying the perceived sustainability of three common last-mile delivery methods (home delivery, parcel lockers, and click and collect) and other drivers of consumers’ acceptance of each delivery method (perceived costs, convenience). Based on a review of the relevant literature, a conceptual model integrating key determinants of consumers’ attitudes to delivery methods and their intention to use them is derived and tested using a sample of 536 German online buyers. The results demonstrate that perceived ease of use and perceived usefulness increase the acceptance of the delivery methods, whereas perceived costs constrain it. The findings reveal significant influences of perceived sustainability on the acceptance of the delivery methods, which vary between its three components (environmental, economic, and social) and regarding the delivery method. Retailers and collaborating parcel delivery services are advised to continue making last-mile delivery methods more convenient. However, they are also advised to implement standards in terms of environmental and social sustainability and inform customers about their efforts regarding sustainable last-mile delivery to build a competitive advantage in omni-channel retailing. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainability in the Electronic Commerce)
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23 pages, 2583 KiB  
Article
Creating a Sustainable E-Commerce Environment: The Impact of Product Configurator Interaction Design on Consumer Personalized Customization Experience
by Minzhe Yi, Zihao Huang and Yuxiang Yu
Sustainability 2022, 14(23), 15903; https://doi.org/10.3390/su142315903 - 29 Nov 2022
Cited by 4 | Viewed by 2939
Abstract
Promoting consumers’ willingness to pay is crucial to creating a sustainable e-commerce environment, and the interaction design of the product configurator plays a key role in this. In the present study, the product configurator, which is indispensable in online customization, is adopted as [...] Read more.
Promoting consumers’ willingness to pay is crucial to creating a sustainable e-commerce environment, and the interaction design of the product configurator plays a key role in this. In the present study, the product configurator, which is indispensable in online customization, is adopted as the research object to analyze the influence of interaction design on the customization experience of consumers. The pricing method (total product pricing, incomplete total product pricing, and individual module pricing) and navigation design pattern (tabs and dropdown menu with arrow buttons) are adopted as independent variables, while system usability, flexible navigation capability, perceived control, perceived enjoyment, complexity and task performance are taken as dependent variables. One hundred and eighty college students participated in this study. The results of the 3 × 2 two-factor experiment reveal that: (1) Different navigation design patterns will lead to significant differences in system usability, flexible navigation capability, and perceived control of the product configurator, and tabs are better than dropdown menu with arrow buttons in these aspects. (2) Different pricing methods will significantly affect the perceived control of users. Under individual module pricing and incomplete total product pricing, perceived control is higher. (3) Different combinations of pricing methods and navigation design patterns will affect users’ evaluation of flexible navigation capability and complexity, and under the individual module pricing and incomplete total product pricing methods, users think that tabs have a higher flexible navigation capability and lower complexity. However, under the total product pricing method, users are convinced that dropdown menu with arrow buttons has a higher flexible navigation capability and lower complexity. The research results are of great significance to both interface interaction design and online customization. Furthermore, the interaction design method of price presentation and navigation design of the product configurator is analyzed to determine the most appropriate interaction design principles, so as to enhance the user experience of online customization and provide constructive ideas from the design perspective for online customization. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainability in the Electronic Commerce)
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22 pages, 1793 KiB  
Article
The Determinants of Purchase Intention on Agricultural Products via Public-Interest Live Streaming for Farmers during COVID-19 Pandemic
by Zhiyuan Yu and Kun Zhang
Sustainability 2022, 14(21), 13921; https://doi.org/10.3390/su142113921 - 26 Oct 2022
Cited by 14 | Viewed by 5741
Abstract
In order to sell unmarketable products and alleviate farmers’ economic difficulties caused by the COVID-19 pandemic, public-interest livestreaming for farmers with the property of altruism has been emerging as a new way of mobile commerce and has attracted a huge amount of attention [...] Read more.
In order to sell unmarketable products and alleviate farmers’ economic difficulties caused by the COVID-19 pandemic, public-interest livestreaming for farmers with the property of altruism has been emerging as a new way of mobile commerce and has attracted a huge amount of attention among Chinese consumers. In this paper, based on the theory of reasoned action, we intend to explore the influencing factors from the levels of the platform, product, and consumer that affect consumers’ attitudes and purchase intentions towards agricultural products via public-interest livestreaming. We have collected 475 valid responses from Chinese consumers (especially from youth) who experienced the public-interest livestreaming for farmers and then constructed a structural equation model using the partial least-squares method. The results show that consumers’ attitudes towards agricultural products have a significant positive impact on their purchase intentions with respect to livestreaming. Perceived interactivity, perceived endorsement, product familiarity, subjective norms, altruistic value, and the livestream shopping experience all significantly positively affected consumers’ attitudes toward the agricultural products in the mobile livestreaming. Moreover, subjective norms can also directly impact consumers’ purchase intentions. We can see that the proposed influencing factors from the platform, product, and consumer levels provide a better explanation of the attitudes and purchase intentions, respectively. This paper aims to expand the empirical research on the purchase intentions of agricultural products and then to provide insights into the phenomenon of public-interest livestreaming during COVID-19, which can assist farmers in addressing the dilemma caused by the epidemic and promote rural economic development by mobile commerce. Additionally, the insights from this case study in China can also be extended to other countries where farmers have suffered from the impact of COVID-19. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainability in the Electronic Commerce)
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20 pages, 1993 KiB  
Article
Global Research Trends in Consumer Behavior and Sustainability in E-Commerce: A Bibliometric Analysis of the Knowledge Structure
by Paulo Rita and Ricardo F. Ramos
Sustainability 2022, 14(15), 9455; https://doi.org/10.3390/su14159455 - 2 Aug 2022
Cited by 38 | Viewed by 17235
Abstract
Consumers are conscious of increasing online purchases and demand sustainable consumption friendly actions. Although there is increasing interest in this topic, the research status, development, and structure of consumer behavior and sustainability in e-commerce research is scarce. This study aims to analyze the [...] Read more.
Consumers are conscious of increasing online purchases and demand sustainable consumption friendly actions. Although there is increasing interest in this topic, the research status, development, and structure of consumer behavior and sustainability in e-commerce research is scarce. This study aims to analyze the intellectual, conceptual, and social knowledge of consumer behavior and sustainability in e-commerce research to generate new understandings. Data from 104 articles were collected from the Scopus database, and a bibliometric analysis was conducted. Results revealed a close relationship between the topic and city logistics, big data analysis, customer engagement, circular economy, online services, and omnichannel retail, showing the different research approaches and the transversal themes related to the topic. This study contributes to the sustainability academic research by identifying trends and suggesting future research topics. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainability in the Electronic Commerce)
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16 pages, 613 KiB  
Article
A Study on Conformity Appeal Attributes and Social Contagion of Beauty-Focused One-Person Media in Sustainable E-Commerce
by Sungmin Kang and Younkue Na
Sustainability 2022, 14(10), 6226; https://doi.org/10.3390/su14106226 - 20 May 2022
Viewed by 2540
Abstract
In the beauty industry, the use of one-person media is making new, more active relationships that differ from those of past online services and information sharing. Therefore, in this study, we developed conformity appeal attributes in one-person media, identifying their effects on information [...] Read more.
In the beauty industry, the use of one-person media is making new, more active relationships that differ from those of past online services and information sharing. Therefore, in this study, we developed conformity appeal attributes in one-person media, identifying their effects on information diffusion behavior through social conformity and collaborative innovation networks, to investigate the social contagion effect of information in beauty-focused one-person media and develop a model by connecting them to the conformity threshold of individuals influenced by others. In this study, a total of 694 complete samples of experienced consumers in the beauty-focused one-person media category were selected, and research questions were verified through reliability and validity tests, path analysis, and measurement model analysis. The research results are as follows. First, conformity appeal attributes of beauty-focused one-person media in terms of information cascade, utility value efficiency, reference group influence, and subnetwork structure significantly affected social imitation conformity. However, only subnetwork structure significantly affected social connection conformity. Similarly, only reference group influence and subnetwork structure significantly affected social comparative conformity. Second, social imitation conformity, social connection conformity, and social comparative conformity in beauty-focused one-person media significantly affected cocreation. Third, cocreation in beauty-focused one-person media significantly affected information diffusion behavior. The detailed use of the conformity appeal attribute factors shown in the above results will be combined with functional changes for online and mobile services of beauty companies, and it will be a driving force to create new value for the network. Moreover, the results of this study not only enable social connection among members within the reference group of beauty-focused one-person media but are also applied as an effective phenomenon to explain the continuous maintenance, reinforcement, and expansion of these relationships, thereby enabling researchers to achieve theoretical expansion and evaluation of relevant variables. Full article
(This article belongs to the Special Issue Consumer Behavior and Sustainability in the Electronic Commerce)
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