Trust and website conversion in consumer responses to green product purchasing: A new perspective through the lens of innovative website Design&apos;s technology integration

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Abstract

This study aims to investigate the role of trust and website conversion in consumer responses to green product purchasing, with a new perspective through the lens of innovative website design's technology integration. To achieve this objective, an online survey was conducted with a sample of 384 consumers in Thailand. The results reveal that user trust in innovative website design are significant predictor website conversion in consumer responses to green product purchasing. Innovative website design's technology integration positively influences anticipated website usability and anticipated website quality requirements, which, in turn, enhances trust and leads to increased consumer conversion to green product purchasing. Moreover, anticipated website quality requirement acts as a partial mediator in the relationship between technology integration of innovative website design and user trust in innovative website design. The relationship between user trust in innovative website design and conversion of consumer response to green product purchase is notably strong (β = 0.203, p-value = 0.014), with user trust accounting for roughly 57.1 % of the variability in consumer conversion ( $R^{2} = 0.571$ ). This substantial link suggests that in the broader context, enhancing elements that build trust within a website's design is crucial as it influences over half of the consumer's decision-making process related to green product purchases. Essentially, for industries and markets centered around eco-friendly products, investing in strategies to bolster user trust in their digital platforms could significantly drive consumer response and engagement. These findings have important implications for marketers and website designers seeking to enhance their green product sales by developing innovative website designs that incorporate technological integration and build trust with consumers. Both markers and website designers can use these insights to optimize their website design strategies, leading to increased conversion rates.

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Common method biases in behavioral research: A critical review of the literature and recommended remedies.

Philip M Podsakoff, Scott MacKenzie, Jeong-Yeon Lee … (2003)

Interest in the problem of method biases has a long history in the behavioral sciences. Despite this, a comprehensive summary of the potential sources of method biases and how to control for them does not exist. Therefore, the purpose of this article is to examine the extent to which method biases influence behavioral research results, identify potential sources of method biases, discuss the cognitive processes through which method biases influence responses to measures, evaluate the many different procedural and statistical techniques that can be used to control method biases, and provide recommendations for how to select appropriate procedural and statistical remedies for different types of research settings.