Vol. 1 No. 01 (2025)
Articles

Digitization Meets Sustainability: The Role of Marketing Analytics in Transforming E-Commerce.

PDF
  • Khodor Shatila,
  • Alba Yela Aránega,
  • José Andrés Gómez García
Khodor Shatila
ICN Business School, Nancy, France.
Bio
Alba Yela Aránega
University of Alcalá, Spain.
Bio
José Andrés Gómez García
University of Alcalá, Spain
Bio
Digitization Meets Sustainability: The Role of Marketing Analytics in Transforming E-Commerce

Published 2025-09-11

Keywords

  • Customer Trust,
  • Corporate Sustainability Communication,
  • Technology Adoption,
  • Consumer Purchase Intention,
  • Regulatory Framework
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Digitization Meets Sustainability: The Role of Marketing Analytics in Transforming E-Commerce. (2025). JOINETECH (International Journal of Economic and Technological Studies), 1(01), 28-40. https://doi.org/10.65479/joinetech.16

Downloads

Download data is not yet available.

Abstract

This study examines the relationships between customer trust, corporate sustainability communication, technology adoption, and consumer purchase intention in Middle Eastern e-commerce, focusing on the moderating role of the regulatory environment. Using a quantitative methodology, data were collected through an online survey of 750 consumers across the Middle East. Structural equation modeling (SEM) was employed to analyze the data and test five hypotheses. The results confirm that customer trust in digital platforms, clear corporate sustainability communication, and the adoption of advanced technologies significantly enhance consumer purchase intention. The findings also demonstrate that a robust regulatory environment, such as those under initiatives such as Saudi Vision 2030 and the Green Economy initiative of the United Arab Emirates (UAE), positively moderates the perceived value of sustainability efforts, further increasing purchase intention. The study contributes to the literature by integrating the technology acceptance model (TAM) and institutional theory within the sustainability context and offering practical insights for businesses and policymakers. Limitations include the reliance on self-reported data and the regional focus, suggesting a need for future cross-regional and longitudinal studies.
PDF

References

  1. Abbas, J. (2024). Does the nexus of corporate social responsibility and green dynamic capabilities drive firms toward green technological innovation? The moderating role of green transformational leadership. Technological Forecasting and Social Change, 208, 123698. https://doi.org/10.1016/j.techfore.2024.123698
  2. Abdi, Y., Li, X., & Càmara-Turull, X. (2022). Exploring the impact of sustainability (ESG) disclosure on firm value and financial performance (FP) in the airline industry: the moderating role of size and age. Environment, Development and Sustainability, 24(4), 5052-5079. https://doi.org/10.1007/s10668-021-01649-w
  3. Abu Afifa, M. M., & Nguyen, N. M. (2022). Nexus among big data analytics, environmental process integration and ecological performance: moderating role of digital learning orientation and environmental strategy. VINE Journal of Information and Knowledge Management Systems. https://doi.org/10.1108/VJIKMS-05-2022-0186
  4. Ahmad, W., & Zhang, Q. (2020). Green purchase intention: Effects of electronic service quality and customer green psychology. Journal of Cleaner Production, 267, 122053. https://doi.org/10.1016/j.jclepro.2020.122053
  5. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  6. Attar, R. W., Shanmugam, M., & Hajli, N. (2021). Investigating the antecedents of e-commerce satisfaction in the social commerce context. British Food Journal, 123(3), 849-868. https://doi.org/10.1108/BFJ-08-2020-0755
  7. Chen, L., Rashidin, M. S., Song, F., Wang, Y., Javed, S., & Wang, J. (2021). Determinants of consumer’s purchase intention on fresh e-commerce platform: Perspective of UTAUT model. Sage Open, 11(2), 21582440211027875. https://doi.org/10.1177/21582440211027875
  8. Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502-520. https://doi.org/10.1108/00251741211216250
  9. Chuah, S. H. W., El-Manstrly, D., Tseng, M. L., & Ramayah, T. (2020). Sustaining customer engagement behavior through corporate social responsibility: The roles of environmental concern and green trust. Journal of Cleaner Production, 262, 121348. https://doi.org/10.1016/j.jclepro.2020.121348
  10. Dabbous, A., Aoun Barakat, K., & Merhej Sayegh, M. (2020). Social commerce success: Antecedents of purchase intention and the mediating role of trust. Journal of Internet Commerce, 19(3), 262-297. https://doi.org/10.1080/15332861.2020.1756190
  11. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340. https://doi.org/10.2307/249008
  12. Esfahbodi, A., Pang, G., & Peng, L. (2022). Determinants of consumers’ adoption intention for blockchain technology in E-commerce. Journal of Digital Economy, 1(2), 89-101. https://doi.org/10.1016/j.jdec.2022.11.001
  13. Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 51-90.
  14. Haryanti, T., & Subriadi, A. P. (2022). E-commerce acceptance in the dimension of sustainability. Journal of Modelling in Management, 17(2), 715-745. https://doi.org/10.1108/JM2-05-2020-0141
  15. Hewei, T., & Youngsook, L. (2022). Factors affecting continuous purchase intention of fashion products on social E-commerce: SOR model and the mediating effect. Entertainment Computing, 41, 100474. https://doi.org/10.1016/j.entcom.2021.100474
  16. Jalil, F., Yang, J., Al-Okaily, M., & Rehman, S. U. (2024). E-commerce for a sustainable future: integrating trust, green supply chain management and online shopping satisfaction. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-12-2023-1188
  17. Leonidou, L. C., Christodoulides, P., Kyrgidou, L. P., & Palihawadana, D. (2017). Internal drivers and performance consequences of small firm green business strategy: The moderating role of external forces. Journal of Business Ethics, 140, 585-606. https://doi.org/10.1007/s10551-015-2670-9
  18. Lin, J., Li, T., & Guo, J. (2021). Factors influencing consumers’ continuous purchase intention on fresh food e-commerce platforms: An organic foods-centric empirical investigation. Electronic Commerce Research and Applications, 50, 101103. https://doi.org/10.1016/j.elerap.2021.101103
  19. Malekian, A. R., Jabarzadeh, Y., & Fazlzadeh, A. (2023). The impact of CSR and corporate ability on purchase intention in e-commerce websites: an examination across genders. The International Review of Retail, Distribution and Consumer Research, 33(4), 415-440.
  20. Mehta, A. M., & Handriana, T. (2024). Analyzing CSR and customer engagement through green banking digitalization: with the mediating effect of perceived environmental value and the moderation effect of customer’s eco-consciousness. Cogent Business & Management, 11(1), 2332502. https://doi.org/10.1080/23311975.2024.2332502
  21. Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N. U. A., & Javed, M. K. (2022). The influence of e-customer satisfaction, e-trust and perceived value on consumer’s repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184-2206. https://doi.org/10.1108/APJML-03-2021-0221
  22. Pomering, A., & Dolnicar, S. (2009). Assessing the prerequisite of successful CSR implementation: are consumers aware of CSR initiatives?. Journal of Business Ethics, 85, 285-301. https://doi.org/10.1007/s10551-008-9729-9
  23. Scott, W. R. (2001). Institutions and Organizations, 2 nd édition–1994 la première. Foundations for organizational science-A sage publications series.
  24. Shareef, M. A., Dwivedi, Y. K., Kumar, V., Davies, G., Rana, N., & Baabdullah, A. (2019). Purchase intention in an electronic commerce environment: A trade-off between controlling measures and operational performance. Information Technology & People, 32(6), 1345-1375. https://doi.org/10.1108/ITP-05-2018-0241
  25. Yu, W., Han, X., Ding, L., & He, M. (2021). Organic food corporate image and customer co-developing behavior: The mediating role of consumer trust and purchase intention. Journal of Retailing and Consumer Services, 59, 102377. https://doi.org/10.1016/j.jretconser.2020.102377
  26. Zhang, S., Wang, Z., & Zhao, X. (2019). Effects of proactive environmental strategy on environmental performance: mediation and moderation analyses. Journal of Cleaner Production, 235, 1438-1449. https://doi.org/10.1016/j.jclepro.2019.06.220