The Influence of Social Environment, Green Trust, and Online Reviews on Impulse Buying on Shopee Mediated by Green Purchase Intention

Yudi Kuswandi; Didik J Rachbini

doi:10.55927/fjmr.v5i3.21

Authors

Yudi Kuswandi Universitas Mercu Buana
Didik J Rachbini Universitas Mercu Buana

DOI:

https://doi.org/10.55927/fjmr.v5i3.21

Keywords:

Social Environment, Green Trust, Online Reviews, Impulse Buying, Green Purchase Intention

Abstract

Growing environmental awareness has influenced changes in consumer behavior in online shopping, particularly on e-commerce platforms. Shopee, as one of Indonesia’s largest marketplaces, offers various environmentally friendly products, making green impulse buying an interesting phenomenon to examine. This study aims to analyze the influence of social environment, green trust, and online reviews on impulse buying on Shopee, with green purchase intention as a mediating variable. A quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to data collected from Indonesian Shopee users who have purchased green products. The results show that social environment, green trust, and online reviews positively and significantly affect green purchase intention and impulse buying. Green purchase intention also significantly influences impulse buying and partially mediates these relationships.

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