Closing the Green Gap: A Hybrid PLS-SEM-ANN Approach to Digital Trust and the Intention-Behaviour Divide in South Asian Retail Consumers

Abstract

This study examines how green digital marketing (GDM) influences green purchase intention (GPI) and green purchase behaviour (GPB) among South Asian retail consumers by integrating green trust (GT) as a mediating mechanism and digital literacy (DL), willingness to pay a premium (WTP), and perceived consumer effectiveness (PCE) as moderating factors. Drawing on the stimulus-organism-response framework, the study addresses the persistent intention-behaviour gap in sustainable consumption within digitally expanding retail markets. A quantitative cross-sectional survey was conducted among adult consumers from South Asian countries who had exposure to online sustainability-related product information. Data from 480 valid responses were analysed using partial least squares structural equation modelling (PLS-SEM), complemented by artificial neural network (ANN) analysis to assess nonlinear predictive importance. The PLS-SEM results reveal that GDM significantly enhances GT and GPI, while GPI positively influences actual GPB. GT significantly mediates the relationship between GDM and GPI, confirming that credible digital green communication shapes purchase intention through consumer trust. DL strengthens the effect of GDM on GT, indicating that digitally literate consumers are better able to evaluate environmental claims. Furthermore, WTP and PCE significantly moderate the GPI-GPB relationship by improving the conversion of intention into actual green purchasing. ANN findings further confirm that GPI is the most important predictor of GPB, while PCE and WTP provide additional predictive value. Overall, the findings highlight the importance of credible green communication, consumer trust, digital literacy, and reduced economic and behavioural barriers in promoting sustainable retail consumption across South Asian markets.

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