デジタル時代の低炭素消費者行動：ECプラットフォームにおけるグリーン製品購買意図の規定要因
Low-Carbon Consumer Behavior in the Digital Age: Investigating the Determinants of Green Product Purchase Intentions in E-Commerce Platforms (原題)
Quoc-Hieu Phan
🤖 gxceed AI 要約
日本語
ECプラットフォーム上のグリーン製品購買意図の規定要因を、環境関心・態度・主観的規範・知覚行動制御・グリーン知覚価値・価格知覚・グリーントラスト・デジタル情報品質・eWOM・プラットフォーム機能・知覚グリーンウォッシュを統合する枠組みで整理した構造化レビュー。2021年以降の研究と主要サステナビリティ報告書を中心に統合し、環境関心だけでは購買意図に至らず、性能・価値・入手容易性・信頼できる証拠が併せて必要と結論。デジタル接点は認証情報やトレーサビリティで情報コストを下げる一方、根拠の薄い環境主張や衝動買いを増幅しうる。グリーントラストと情報有用性が中心メカニズムとなる。
English
This integrative review synthesizes post-2021 research and sustainability reports to model green product purchase intention on e-commerce platforms, linking environmental concern, attitudes, norms, perceived behavioral control, green perceived value, price perception, green trust, digital information quality, eWOM, platform affordances, and perceived greenwashing. Environmental concern alone is insufficient: consumers also need performance confidence, acceptable value, low purchase effort, and credible evidence. Digital interfaces lower information costs via certifications, traceability, and reviews but can amplify unsubstantiated claims and impulse buying; green trust and information usefulness are central mechanisms.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
日本では有報・統合報告書での消費者向け環境訴求やグリーンウォッシュ規制（景表法・消費者庁ガイドライン）の議論が進む中、EC上の環境主張の信頼性設計は実務的に有用。SSBJ開示とは直接接続しないが、バリューチェーン下流の消費者コミュニケーション設計に示唆。
In the global GX context
As CSRD/Green Claims Directive and FTC Green Guides tighten scrutiny of consumer-facing environmental claims, this review maps where digital disclosure (certifications, traceability, reviews) builds or erodes trust. It complements TCFD/ISSB downstream engagement debates by focusing on the consumer interface rather than investor disclosure.
👥 読者別の含意
🔬研究者:グリーン購買意図研究の統合枠組みとして、グリーントラストと情報品質を媒介変数に据える設計の出発点になる。
🏢実務担当者:EC上での認証表示・トレーサビリティ・レビュー設計がグリーントラストと購買意図を左右する点を、商品ページ設計やグリーンウォッシュ回避策に反映できる。
🏛政策担当者:デジタル上の環境主張の信頼性確保と衝動買い抑制の両立に向け、表示規制と情報品質基準の設計に示唆を与える。
📄 Abstract（原文）
Digital commerce is reshaping how consumers discover, evaluate, and purchase products, creating new opportunities to encourage lower-carbon consumption while also intensifying convenience-driven consumption and information overload. This article examines the determinants of green product purchase intention in e-commerce by integrating behavioral, value-based, trust-based, and digital-information perspectives. It develops an integrative conceptual framework that links environmental concern, attitudes toward green products, subjective norms, perceived behavioral control, green perceived value, price perceptions, green trust, digital information quality, electronic word of mouth, platform affordances, and perceived greenwashing to purchase intention. The article uses a structured integrative review of recent research and authoritative sustainability reports, emphasizing studies published from 2021 onward while retaining established theories where needed to explain underlying mechanisms. The synthesis indicates that pro-environmental concern is important but rarely sufficient on its own: consumers must also believe that a product performs well, offers acceptable value, can be purchased without excessive effort, and is supported by credible evidence. Digital interfaces may reduce information costs through certification details, traceability, reviews, and product comparisons, yet they can also amplify unsubstantiated environmental claims and impulsive purchasing. Green trust and perceived information usefulness therefore emerge as central mechanisms connecting digital communication to intention, while price sensitivity, perceived risk, delivery impacts, and doubts about green claims can weaken the relationship.
🔗 Provenance — このレコードを発見したソース
- openalex https://doi.org/10.65875/rpf9sv15first seen 2026-11-08 04:56:46 · last seen 2026-11-13 05:09:16
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