Abstract/Summary

Green purchase behavior has grown significantly to promote sustainable living and minimize the environmental impacts of increasing consumption. There are limited research investigating the impact of green digital interaction influence customers’ pro-environmental practices. Drawing from customer value theory, the objective of the present study is to investigate the mediating role of perceived values in the relationship between green digital interaction and green purchase intention. A total of 308 participants were recruited to complete a survey regarding green purchases in China. Structural equation modelling (SEM) was used, and the findings provided empirical evidence that emotional value is a central concept that mediates the relationship between green digital interaction and other value dimensions. The study provides significant findings for organizations and marketers to implement more effective digital marketing strategies to promote green products.