Green Choices: Consumer Behavior on E-Grocery Platforms for Agricultural Products in Indonesia
Abstract
This study investigates consumer behavior towards e-grocery platforms for agricultural products and analyzes how environmental concern, consumer awareness, and health consciousness impact willingness to buy while evaluating the effect of social influences. Using a random sampling approach, we engaged 321 e-grocery users, ensuring a representative and bias-minimized sample. Data were collected through an online survey distributed on digital platforms with an impressive participation rate of 93%. The survey focused on attitudes, preferences, and behaviors related to e-grocery platforms for shopping for agricultural products. Partial least squares structural equation modelling (PLS-SEM) was applied to explore the relationships between variables. The findings revealed that environmental concerns and health consciousness significantly influence consumers’ willingness to buy, mediated by enhanced consumer awareness. Surprisingly, social influence had no substantial effect on purchase intention. This study enriches the discourse on digital consumer behavior by emphasizing the need for sustainable and health-oriented shopping practices in Indonesia.
Keywords: willingness to buy; e-grocery; environmental concern; consumer awareness; health consciousness
DOI：10.62321/issn.1000-1298.2024.07.02
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