Abstract
This research is an attempt to explore the drivers of sustainable consumption and their impact on online purchase intentions (OPI) for agricultural products. To this aim, social influence (SI) and quality assurance (QA) were identified as the drivers of sustainable consumption leading to the formation of OPI. The input from the technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) has been incorporated to develop a model that explains the formation of OPI. Primary data were collected from 612 respondents and subjected to partial least square (PLS) analysis. The impact of SI and QA on OPI was found to be positively significant. Furthermore, the influence of perceived value (PV) as a mediator for the SI-OPI relationship has been discovered to be positively significant. This shows that as the PV increases, the influence of SI also increases. However, when the perceived risk (PR) was introduced as a mediator for the QA-OPI relationship, the influence of QA on OPI became insignificant. SI and QA impacts are the most important aspects that influence OPI according to this study, which is useful information for agricultural enterprises and online vendors. It is proposed that the SI and QA impacts might be exploited as a new tool to influence customers' OPI for agricultural firms and online sellers. Therefore, managers must work to produce greater levels of PV in online purchases and reduce the PR in order to develop OPI for sustainable consumption.