| International Journal of Business and Economics Volume 25, No. 1 June, 2026 |
| Consumer Purchase Intentions in Green Marketing: The Role of Relational Bonds on E-Commerce Platforms |
| Wen-Chiung Chou |
| Department of Business Administration, Chung Yuan Christian University, Taiwan |
| Chih-Hsuan Lu |
| Department of Business Administration, Chung Yuan Christian University, Taiwan |
| Abstract |
| E-commerce platforms increasingly rely on green marketing not only to differentiate themselves but also to respond to the rising consumer demand for sustainable products. This study examines the green marketing practices of Taiwan’s e-commerce platforms, focusing on how platforms design product portfolios and relational strategies to promote green consumption. Specifically, we investigate the effects of relational bonds on consumers’ purchase intentions toward green products marketed on e-commerce platforms, as well as the moderating roles of relationship quality, marketing communication effect, and consumers’ environmental knowledge. The results reveal that relational bonds positively affect purchase intentions. Moreover, relationship quality, marketing communication effect, and environmental knowledge positively moderate this relationship. These findings extend the literature on relational bonds by clarifying their mechanisms in green marketing and contribute to research by shifting the focus from developed markets and manufacturing industries to emerging markets and e-commerce service providers. From a managerial perspective, the study suggests that e-commerce platforms should strengthen relational bonds to promote green purchase intentions, while simultaneously enhancing relationship quality and consumers’ environmental knowledge, design product portfolios that visibly signal environmental responsibility, and employ effective marketing communication to clearly convey their green values to consumers. For international and emerging market contexts, the results highlight the importance of developing sustainable business models that align with consumer demand and platform strategies to drive green consumption. |
| Keywords：E-Commerce, Green Marketing, Relational Bonds, Consumer Purchase Intentions |
| JEL Classifications：M31, M14, D91 |
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