Consumer Purchasing of Green Products: The Role of Social Presence in Online Retailing Event as iCalendar


14 March 2018

12 - 1pm

Venue: The University of Auckland Business School, Level 3, Room 317, 12 Grafton Road, Auckland, 1010

This research broadens extant knowledge about green product purchasing by considering the stimulating power of store environmental cues. In particular, this study examines the relationship between social presence in online store environments and consumer purchasing of organic food. Comprehensively, we conducted two experimental studies with a between-subject design among students. The results reveal that increasing levels of social presence in online stores positively influence consumers’ intentions to purchase the products sold in this online store. Consumer trust perceptions explain the relationship between social presence and purchase intentions. We found that increasing levels of social presence result in higher perceived trust in the online store. Online store trust, in turn, positively influences brand trust which then enhances purchase intentions.

Barbara Seegebarth is Assistant Professor of Marketing at the Institute of Marketing at the Technische Universität Braunschweig. She holds a PhD in Marketing from the Leibniz University of Hannover. Her research focuses on consumer behavior including sustainability, transformative consumer research, technology and emerging technologies.

For more information contact:
Dr Barbara Seegebarth