From Clicks to Conscious Choices: How Digital Consumer Persuasion Drives Green Purchase Intention

Abstract

Growing environmental concerns and the rapid adoption of digital technologies have transformed consumer purchasing decisions. This study examines the influence of Digital Consumer Persuasion (DCP) on Green Purchase Intention (GPI) among consumers in Kerala, focusing on the mediating roles of Awareness, Environmental Concern, Trust, and Attitude toward Green Products. A quantitative research design was employed, and data were collected from 114 respondents using a structured questionnaire. The data were analysed using Structural Equation Modeling (SEM) with WarpPLS 8.0. Results indicate that DCP significantly influences all four mediating variables, with Attitude toward Green Products having the strongest effect on GPI, followed by Environmental Concern and Awareness. Trust, however, has no significant direct effect on GPI. The study highlights the importance of social media, influencer marketing, and online reviews in promoting sustainable purchasing and offers useful insights for businesses and policymakers seeking to strengthen green consumption through effective digital marketing strategies.