Title: Examining the role of website quality determinants on online green apparel purchases: a multigroup invariance analysis

Authors: Deeksha Sharma; Vishal Soodan; Avinash Rana; Pawan Kumar

Addresses: International Academy of Management and Entrepreneurship, Kanakapura Road, Bengaluru, Karnataka, India ' Department of Commerce, Manipal Academy of Higher Education, Manipal, India ' Faculty of Management Studies, CMS Business School, JAIN (Deemed to be University), Bengaluru, Karnataka, India ' Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India

Abstract: The purpose of this study is to explore the relationship between individuals' cognitive factors and website quality determinants influencing green apparel purchase decisions. The study merged two theoretical frameworks: WebQual 4.0, a measure of website quality and theory of planned behaviour for analysis. This cross-sectional research model was analysed using structural equation modelling (SEM) applied to collected data of 410 consumers. The findings revealed that consumer's attitude and perceived behavioural control were significantly linked with their purchase intentions. The study further established the role of perceived interaction quality, usability quality and service interaction quality of the website are determining consumers' attitude towards green apparel. Research found an insignificant relationship between subjective norms and intention to purchase green apparel and confirmed the moderating role of internet usage intensity across different segments.

Keywords: green; intensity; interaction; service quality; usability.

DOI: 10.1504/IJGE.2025.150827

International Journal of Green Economics, 2025 Vol.19 No.3, pp.308 - 335

Accepted: 07 Apr 2025
Published online: 23 Dec 2025 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article