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The objective of this research is to analyze the effect of green marketing strategies (GMS) on consumer purchase intentions (CPI) in e-commerce. The aim was to examine the moderating influence of the fear of missing out (FOMO) on sustainability. The research strategy of this study was based on Structural Equation Modeling (SEM) for testing of relationship among key latent constructs and constructs’ items. In our study, we observed GMS as independent latent variable, CPI as dependent construct and Green FOMO as moderating variable which helps to analysis of impact of green marketing strategies on psychological factors influence sustainable consumer behavior in online retail. The primary data was collected using closed-ended questionnaire from e-commerce consumers to measure their psychological factors such as buying intention, social and environmental motivation related to sustainability behavior. In this research Green Marketing Strategies were observed through Green Marketing Scale (GMaS) previously validated by different researchers and FOMO on sustainability by adopting Fear of Missing Out Scale (FoMOS) and expanding it with sustainability-related dimensions of eco-friendly consumption. SEM findings indicate that GMS has a positive and statistically significant influence on CPI, implying that green marketing strategies enhance the likelihood of consumers purchasing eco-friendly products in e-commerce. The FOMO on sustainability was significantly influenced GMS-CPI relationship as moderator variable and this finding suggest consumers who score high on Green FOMO were more likely to be engaged in eco- conscious purchasing as compared to those scoring low on Green FOMO which means high social and environmental awareness. Theoretical implication of the present study provide contribution to sustainable consumption literature by introducing a Green FOMO as a psychological factor for green marketing. Practical implications of this research were provided for both marketers and policy makers to make Sustainability-driven marketing campaign in e-commerce industry and also provide direction to design sustainability-oriented social norm in online marketplaces.

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The Green FOMO Effect: Moderating the Impact of Eco-Marketing on Consumer Purchase Intentions

  • 章节

  • 发表日期：

    2026年

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  • Ritika Bhatia,
  • Richa Nangia,
  • Nitish Kumar Minz

摘要

The objective of this research is to analyze the effect of green marketing strategies (GMS) on consumer purchase intentions (CPI) in e-commerce. The aim was to examine the moderating influence of the fear of missing out (FOMO) on sustainability. The research strategy of this study was based on Structural Equation Modeling (SEM) for testing of relationship among key latent constructs and constructs’ items. In our study, we observed GMS as independent latent variable, CPI as dependent construct and Green FOMO as moderating variable which helps to analysis of impact of green marketing strategies on psychological factors influence sustainable consumer behavior in online retail. The primary data was collected using closed-ended questionnaire from e-commerce consumers to measure their psychological factors such as buying intention, social and environmental motivation related to sustainability behavior. In this research Green Marketing Strategies were observed through Green Marketing Scale (GMaS) previously validated by different researchers and FOMO on sustainability by adopting Fear of Missing Out Scale (FoMOS) and expanding it with sustainability-related dimensions of eco-friendly consumption. SEM findings indicate that GMS has a positive and statistically significant influence on CPI, implying that green marketing strategies enhance the likelihood of consumers purchasing eco-friendly products in e-commerce. The FOMO on sustainability was significantly influenced GMS-CPI relationship as moderator variable and this finding suggest consumers who score high on Green FOMO were more likely to be engaged in eco- conscious purchasing as compared to those scoring low on Green FOMO which means high social and environmental awareness. Theoretical implication of the present study provide contribution to sustainable consumption literature by introducing a Green FOMO as a psychological factor for green marketing. Practical implications of this research were provided for both marketers and policy makers to make Sustainability-driven marketing campaign in e-commerce industry and also provide direction to design sustainability-oriented social norm in online marketplaces.