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All Journal Golden Ratio of Mapping Idea and Literature Format Journal Research of Social Science, Economics, and Management
Lilis Puspitawati
Universitas Komputer Indonesia, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Library & Information Science Social Sciences

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Analysis of Demographic Profile and Behavioral Gap in Sustainable Online Purchase: A Study of Indonesian Consumers Asri Fianti Asmar; Muhammad Helmi; Linda Norhan; Herman Surdiatno Soegoto; Lilis Puspitawati
Journal Research of Social Science, Economics, and Management Vol. 5 No. 10 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i10.1459

Abstract

The increase in global environmental awareness has encouraged the emergence of the intention to buy eco-friendly products among digital consumers. However, the phenomenon of the gap between positive intentions (behavioral intention gap) and the realization of actual purchases is the main challenge in realizing sustainable consumption on e-commerce platforms. This research aims to analyze the demographic profile and characteristics of respondents' online shopping behavior in Indonesia and identify the factors that affect the gap. Using a descriptive quantitative approach, data was collected through an online questionnaire from 75 respondents of active e-commerce users. The frequency analysis showed that the majority of respondents were female (62.7%), over 40 years old (41.3%), S2 educated (49.3%), and working as civil servants (29.3%). Shopee is the main platform (77.3%) with a shopping frequency of 2-3 times per month (52.0%). These findings indicate that the potential segment of sustainable consumers is an adult group with higher education and economic stability. This study recommends the integration of personalized nudges features and simplification of sustainability information in e-commerce interfaces to convert intent into real purchase actions
The Role of Perceived Convenience and Trust in Sustainability Claims in Driving Sustainable Purchasing Behaviour in E-Commerce Users Adhika Ramadhan; Novia Purnamasari; Martin Agusta; Herman S. Soegoto; Lilis Puspitawati
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 3 (2026): May - July
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i3.2269

Abstract

Growing public awareness of environmental problems has boosted demand for sustainable shopping, especially on e commerce platforms that often highlight green or eco friendly labels in their marketing. However, many consumers doubt these claims because they do not fully trust the information provided. Past studies usually looked at convenience and trust as separate factors. Few have combined them to see how they work together in online shopping, particularly in developing nations like Indonesia. This research tries to fill that gap. It looks at how perceived convenience—meaning easy navigation, quick checkout, and clear product information—and trust in sustainability claims affect whether people actually buy green products. The study used a quantitative method, collecting data from 143 e commerce users chosen through purposive sampling. Participants answered a Likert scale questionnaire, and the researchers analyzed the data using SEM PLS. The findings show that convenience has a strong, positive effect on sustainable buying Behaviour. When platforms are user friendly, shoppers are more likely to choose eco friendly items. Trust in the sustainability claims also matters a lot. If shoppers believe the claims are honest and transparent, they are more willing to buy sustainable products. Moreover, trust acts as a bridge: it makes the influence of convenience even stronger, because a convenient platform that also provides believable green information encourages more purchases. Despite positive results, the study points out a common problem—there is still a gap between what consumers say they intend to do and what they actually do when it comes to buying environmentally friendly goods online.
Co-Authors Adhika Ramadhan Asri Fianti Asmar Herman S. Soegoto Herman Surdiatno Soegoto Linda Norhan Martin Agusta Muhammad Helmi Novia Purnamasari