Green at a click: What drives consumers to buy houseplants online?
Abstract
This study set out to find factors that influence consumers to purchase houseplants through online platforms. A total of 405 respondents evaluated 43 statements across 11 categories. Structural equation modelling revealed that consumer trust, promotion and psychological benefits have a significant positive effect on purchase behaviour. However, perceived usefulness, perceived ease of use, electronic word of mouth, price, hedonic motivation and perceived severity showed no significant influence. Based on these findings, the researcher has identified the theoretical and managerial implications that are useful to businesses that sell houseplants online. This article is also included in The Business & Management Collection which can be accessed at http://hstalks/business.
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Author's Biography
Zarqa Shaheen is a senior lecturer at ICL Graduate Business School in Auckland. She holds a PhD in media, film and television from the University of Auckland, and another in communication studies from the University of the Punjab. She has a diverse, international research portfolio and has presented her work in North America, Europe, Africa, Asia and Oceania. Dr Shaheen has contributed chapters to edited volumes published by Nordicom and Projectverlag (EU), playing a key role in both projects. She currently serves as Editor of the ICL Journal. She is a former Vice Chair of the Digital Divide Section within the International Association of Media and Communication Research. Her scholarly work spans a wide range of interdisciplinary topics, including media and communication, social media, information and communication technologies, education, gender, business, tourism, climate change, natural hazards and disaster risk reduction. Dr Shaheen is known for her commitment to global academic engagement and for promoting inclusive, socially relevant research that bridges disciplines and geographies.
Hongsea Hout is a researcher with a master’s degree in business informatics from ICL Graduate Business School in Auckland. He combines academic training with industry experience, applying both to business and technology challenges. This dual perspective strengthens his contributions to research and collaborative projects, allowing him to bridge theory and practice. He has co-authored studies on current issues in business and technology and is developing his profile further through interdisciplinary research, with a growing focus on property management and business informatics.
