"The Interplay Between Online Environmental Platforms and Green Consumer Behavior: Exploring Mediating Factors in Telangana State"

Abstract

Green purchasing behavior in Telangana faces challenges such as limited awareness, restricted availability of eco-friendly products, and misleading greenwashing practices. Despite the rising popularity of online environmental platforms, their influence on green consumer behavior remains insufficiently understood. This study examines the role of these platforms in shaping green purchasing decisions, focusing on consumers interested in green energy products. It also investigates the mediating effects of environmental attitudes, price sensitivity, and impulsiveness within the theory of planned behavior framework. A survey of 301 respondents aged 30–50 revealed a significant positive influence of online environmental platforms on green purchasing behavior and attitudes. Impulsiveness emerged as a key mediator, enhancing eco-conscious decision-making. Conversely, while price sensitivity influenced consumer preferences, it hindered actual green purchases. The findings highlight the critical mediating roles of environmental attitudes and impulsiveness in strengthening the impact of online environmental platforms. By effectively leveraging these platforms, businesses can encourage green purchasing behavior, boost sales, and advance sustainable business practices.