Driving Green Choices: The Role of Sustainable E-Marketing in Shaping Consumer Buying Behaviour

This study examines how sustainable e-marketing strategies influence consumer buying behavior, drawing on the Theory of Planned Behavior (TPB) and the Stimulus–Organism–Response (S-O-R) model. Using primary data from 160 respondents and analysing it through Structural Equation Modeling (SEM), the research investigates the roles of green trust, eco-brand communication, and environmental awareness in shaping purchase intentions. The results confirm that e-marketing significantly impacts green purchase behavior, with green trust mediating and environmental awareness moderating this relationship. The study extends TPB by incorporating digital sustainability elements and offers practical insights for marketers, highlighting the need for transparent, personalized, and platform-specific green messaging to engage Gen Z and Millennials. As sustainability becomes integral to consumer decision-making, this paper emphasizes the strategic importance of integrating eco-values into digital marketing.