Green Consumerism in Mobile Commerce: The Case of Online Delivery Sector in Viet Nam

Abstract

    While mobile commerce (m-commerce) has experienced remarkable growth in recent years, particularly in business-to-consumer (B2C) relationships, especially in delivery, shipping, and fast food ordering, the environmental impacts of m-commerce have not been extensively studied. To explore the environmental impact of mobile commerce, this study proposes a research model based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and the concept of green consumerism (GC), and tests it with data collected online from 354 consumers using m-commerce platforms in Vietnam. Findings from data analysis using SmartPLS 4 reveal that (1) green consumerism shapes positive environmental attitudes of e-commerce consumers, (2) positively affects benefit expectancy (BE), (3) effort expectancy (EE), and (4) simultaneously, GC, BE, and EE all positively influence behavioral intention to use mobile commerce channels. The study presents managerial implications for policymakers and mobile commerce business managers to develop strategies for attracting and retaining customers in the current context of sustainable consumption.