Exploring the Theory of Planned Behaviour to Understand the Role of Sustainability in Digital Shopping Environment

DOI

10.2991/978-94-6463-682-6_13How to use a DOI?

Keywords

Theory of Planned Behavior (TBP); Online buying behavior; Personalized advertising; Shopping website brands; Myntra; Apparel Websites

Abstract

Today, when the commercial world is discussing sustainability, this study aims to combine how even the adoption of a minor technology has influenced the buying behavior of customers on digital platforms and how personalized advertisements have changed people’s perception towards buying. This study helps to explore whether personalized social media apparel advertisements influence the formation of customer attitudes and purchase intention for five prominent Indian apparel websites within the theoretical framework of the Theory of planned behavior. The study also attempts to ascertain whether age influences the relationship at any stage in the framework. This study conducts an empirical test of the conceptual framework to determine the impact of personalized social media apparel marketing on customers’ online purchasing behavior.

An investigational study was conducted in the Regional Unit of Varanasi, India, involving 346 female respondents who were proficient in using cell phones for online shopping. The use of Multi Regression and Moderation Analysis effectively confirmed the factors that influence buying propensity. The findings demonstrated that the factors considered during this study have a crucial role in forming the desire to make online purchases. This study supports the idea that digital marketing platforms significantly frame customers’ intentions, especially women, who are the key family decision-makers in sustainable consumption.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jyotsna Rai
AU  - Rakesh Kumar Yadav
AU  - Sasmita Giri
PY  - 2025
DA  - 2025/04/17
TI  - Exploring the Theory of Planned Behaviour to Understand the Role of Sustainability in Digital Shopping Environment
BT  - Proceedings of the 9th International Conference on Synergizing Sustainable Technologies and Management Practices (STAMP 2024)
PB  - Atlantis Press
SP  - 183
EP  - 204
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-682-6_13
DO  - 10.2991/978-94-6463-682-6_13
ID  - Rai2025
ER  -