DECODING SUSTAINABLE PURCHASE INTENTION IN DIGITAL MARKETING: ACONCEPTUAL FRAMEWORK OF GREEN TRANSPARENCY AND ENVIRONMENTALCONSCIOUSNESS

Dr. K.SHAMILA SULTHANA,
Head, Assistant Professor, M.M.E.S. Women’s Arts and Science College, Melvisharam

Abstract
The rapid expansion of digital commerce has transformed the way consumers search for,
evaluate and purchase products. Alongside this transformation, growing environmental concerns
have increased consumer preferences shifting to sustainable products and environmentally
responsible business practices. Digital marketplaces provide an important platform through which
sustainability information can be communicated to consumers. However, the effectiveness of such
communication depends substantially on the extent to which environmental information is clear,
accessible and relevant. This conceptual study examines the role of green transparency in
encouraging sustainable purchase intention in the digital marketplace. The framework
conceptualizes green transparency through three dimensions: green product information, green
delivery practices and sustainability transparency. The study further proposes environmental
consciousness as an important consumer-level factor that may strengthen the relationship between
green transparency and sustainable purchase intention. Based on the Stimulus-Organism-Response
(SOR) theory, which is a psychological model that explains how consumers respond to stimuli in
their environment. This study develops a conceptual model explaining how sustainability-related
information disclosed by digital commerce platforms can influence consumers’ intentions to make
eco -friendly purchase. The proposed framework contributes to the emerging literature on
sustainable digital marketing by integrating digital transparency with consumer environmental
consciousness. The conceptual model provides implications for online retailers, digital platforms
and policymakers seeking to promote credible sustainability communication and responsible
consumption.
Keywords: Digital commerce, e-commerce, green transparency, sustainable consumption,
environmental consciousness, sustainable purchase intention.