{"id":"https://openalex.org/W7118277603","doi":"https://doi.org/10.3390/jtaer21010025","title":"Driving Sustainable Consumption Online: The Interplay of Green Digital Marketing and Digital Literacy in Shaping Purchase Intentions for Sustainable Coffee in Urban Ethiopia\u2019s E-Commerce","display_name":"Driving Sustainable Consumption Online: The Interplay of Green Digital Marketing and Digital Literacy in Shaping Purchase Intentions for Sustainable Coffee in Urban Ethiopia\u2019s E-Commerce","publication_year":2026,"publication_date":"2026-01-06","ids":{"openalex":"https://openalex.org/W7118277603","doi":"https://doi.org/10.3390/jtaer21010025"},"language":"en","primary_location":{"id":"doi:10.3390/jtaer21010025","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer21010025","pdf_url":"https://www.mdpi.com/0718-1876/21/1/25/pdf","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/0718-1876/21/1/25/pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5122233537","display_name":"Abdulaziz Hassen Mume","orcid":null},"institutions":[{"id":"https://openalex.org/I196699116","display_name":"Wuhan University of Technology","ror":"https://ror.org/03fe7t173","country_code":"CN","type":"education","lineage":["https://openalex.org/I196699116"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Abdulaziz Hassen Mume","raw_affiliation_strings":["School of Management, Wuhan University of Technology, Wuhan 430070, China"],"raw_orcid":"https://orcid.org/0009-0009-0372-8391","affiliations":[{"raw_affiliation_string":"School of Management, Wuhan University of Technology, Wuhan 430070, China","institution_ids":["https://openalex.org/I196699116"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5101027447","display_name":"Xixiang Sun","orcid":null},"institutions":[{"id":"https://openalex.org/I196699116","display_name":"Wuhan University of Technology","ror":"https://ror.org/03fe7t173","country_code":"CN","type":"education","lineage":["https://openalex.org/I196699116"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Xixiang Sun","raw_affiliation_strings":["School of Management, Wuhan University of Technology, Wuhan 430070, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"School of Management, Wuhan University of Technology, Wuhan 430070, China","institution_ids":["https://openalex.org/I196699116"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5122233537"],"corresponding_institution_ids":["https://openalex.org/I196699116"],"apc_list":{"value":1000,"currency":"CHF","value_usd":1082},"apc_paid":{"value":1000,"currency":"CHF","value_usd":1082},"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.02014154,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"21","issue":"1","first_page":"25","last_page":"25"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10880","display_name":"Environmental Sustainability in Business","score":0.8130000233650208,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10880","display_name":"Environmental Sustainability in Business","score":0.8130000233650208,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.015599999576807022,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.013399999588727951,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/credibility","display_name":"Credibility","score":0.7177000045776367},{"id":"https://openalex.org/keywords/sustainability","display_name":"Sustainability","score":0.6629999876022339},{"id":"https://openalex.org/keywords/competence","display_name":"Competence (human resources)","score":0.5313000082969666},{"id":"https://openalex.org/keywords/consumption","display_name":"Consumption (sociology)","score":0.5001999735832214},{"id":"https://openalex.org/keywords/digital-literacy","display_name":"Digital literacy","score":0.47099998593330383},{"id":"https://openalex.org/keywords/emerging-markets","display_name":"Emerging markets","score":0.47049999237060547},{"id":"https://openalex.org/keywords/structural-equation-modeling","display_name":"Structural equation modeling","score":0.44940000772476196},{"id":"https://openalex.org/keywords/literacy","display_name":"Literacy","score":0.3898000121116638}],"concepts":[{"id":"https://openalex.org/C2780224610","wikidata":"https://www.wikidata.org/wiki/Q1530061","display_name":"Credibility","level":2,"score":0.7177000045776367},{"id":"https://openalex.org/C66204764","wikidata":"https://www.wikidata.org/wiki/Q219416","display_name":"Sustainability","level":2,"score":0.6629999876022339},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5918999910354614},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5444999933242798},{"id":"https://openalex.org/C100521375","wikidata":"https://www.wikidata.org/wiki/Q2015382","display_name":"Competence (human resources)","level":2,"score":0.5313000082969666},{"id":"https://openalex.org/C30772137","wikidata":"https://www.wikidata.org/wiki/Q5164762","display_name":"Consumption (sociology)","level":2,"score":0.5001999735832214},{"id":"https://openalex.org/C2777646416","wikidata":"https://www.wikidata.org/wiki/Q242069","display_name":"Digital literacy","level":2,"score":0.47099998593330383},{"id":"https://openalex.org/C121087249","wikidata":"https://www.wikidata.org/wiki/Q546395","display_name":"Emerging markets","level":2,"score":0.47049999237060547},{"id":"https://openalex.org/C71104824","wikidata":"https://www.wikidata.org/wiki/Q1476639","display_name":"Structural equation modeling","level":2,"score":0.44940000772476196},{"id":"https://openalex.org/C547764534","wikidata":"https://www.wikidata.org/wiki/Q8236","display_name":"Literacy","level":2,"score":0.3898000121116638},{"id":"https://openalex.org/C2776770324","wikidata":"https://www.wikidata.org/wiki/Q477335","display_name":"Sustainable consumption","level":3,"score":0.38420000672340393},{"id":"https://openalex.org/C552854447","wikidata":"https://www.wikidata.org/wiki/Q131201","display_name":"Sustainable development","level":2,"score":0.36419999599456787},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.35440000891685486},{"id":"https://openalex.org/C59345209","wikidata":"https://www.wikidata.org/wiki/Q384793","display_name":"Green marketing","level":2,"score":0.35109999775886536},{"id":"https://openalex.org/C89785696","wikidata":"https://www.wikidata.org/wiki/Q2290753","display_name":"Theory of planned behavior","level":3,"score":0.3296000063419342},{"id":"https://openalex.org/C134560507","wikidata":"https://www.wikidata.org/wiki/Q753291","display_name":"Environmental economics","level":1,"score":0.3109000027179718},{"id":"https://openalex.org/C2776822698","wikidata":"https://www.wikidata.org/wiki/Q23580735","display_name":"Green consumption","level":3,"score":0.3041999936103821},{"id":"https://openalex.org/C2778132726","wikidata":"https://www.wikidata.org/wiki/Q1096872","display_name":"Digital Revolution","level":2,"score":0.2937999963760376},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.2806999981403351},{"id":"https://openalex.org/C156325361","wikidata":"https://www.wikidata.org/wiki/Q1152864","display_name":"Grounded theory","level":3,"score":0.2694999873638153},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.2678000032901764}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.3390/jtaer21010025","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer21010025","pdf_url":"https://www.mdpi.com/0718-1876/21/1/25/pdf","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:b08a7549a3f34808a9b5455eb90f1ea4","is_oa":true,"landing_page_url":"https://doaj.org/article/b08a7549a3f34808a9b5455eb90f1ea4","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research, Vol 21, Iss 1, p 25 (2026)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/jtaer21010025","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer21010025","pdf_url":"https://www.mdpi.com/0718-1876/21/1/25/pdf","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"sustainable_development_goals":[{"display_name":"Quality Education","score":0.8784449100494385,"id":"https://metadata.un.org/sdg/4"}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7118277603.pdf"},"referenced_works_count":57,"referenced_works":["https://openalex.org/W1740027447","https://openalex.org/W1856491513","https://openalex.org/W1959039491","https://openalex.org/W2053011943","https://openalex.org/W2077231444","https://openalex.org/W2092506497","https://openalex.org/W2099697766","https://openalex.org/W2105846236","https://openalex.org/W2167344400","https://openalex.org/W2328435281","https://openalex.org/W2467209159","https://openalex.org/W2530588743","https://openalex.org/W2574093387","https://openalex.org/W2783817214","https://openalex.org/W2800456705","https://openalex.org/W2802155605","https://openalex.org/W2894605789","https://openalex.org/W2899490869","https://openalex.org/W2905811773","https://openalex.org/W2905975501","https://openalex.org/W2943652962","https://openalex.org/W3004884421","https://openalex.org/W3025803617","https://openalex.org/W3059408900","https://openalex.org/W3088767914","https://openalex.org/W3111370086","https://openalex.org/W3171383864","https://openalex.org/W3182690317","https://openalex.org/W3207524776","https://openalex.org/W3214501079","https://openalex.org/W4200465807","https://openalex.org/W4205445214","https://openalex.org/W4213425642","https://openalex.org/W4224287584","https://openalex.org/W4225949183","https://openalex.org/W4281782378","https://openalex.org/W4289522635","https://openalex.org/W4289782001","https://openalex.org/W4297905724","https://openalex.org/W4306867742","https://openalex.org/W4311364699","https://openalex.org/W4313472186","https://openalex.org/W4365138681","https://openalex.org/W4367555000","https://openalex.org/W4386769594","https://openalex.org/W4391215596","https://openalex.org/W4392611407","https://openalex.org/W4393944624","https://openalex.org/W4400575595","https://openalex.org/W4401608148","https://openalex.org/W4401974164","https://openalex.org/W4405350797","https://openalex.org/W4406299385","https://openalex.org/W4408650232","https://openalex.org/W4409196857","https://openalex.org/W4411255808","https://openalex.org/W4413824804"],"related_works":[],"abstract_inverted_index":{"The":[0,96],"growth":[1],"of":[2,67,73,159],"e-commerce":[3,94],"in":[4,25,51,63,183],"emerging":[5,184],"economies":[6],"presents":[7],"a":[8,58,114],"critical":[9],"opportunity":[10],"to":[11],"steer":[12],"digital":[13,35,55,123,142,185],"consumption":[14],"toward":[15],"sustainability,":[16],"yet":[17],"the":[18,44,71,76,129,157],"mechanisms":[19],"that":[20,99,122,138,156],"drive":[21],"online":[22,45,160],"green":[23,34,110,132,161],"purchases":[24],"these":[26],"contexts":[27],"remain":[28],"underexplored.":[29],"This":[30],"study":[31],"examines":[32],"how":[33],"marketing":[36,162],"signals,":[37],"specifically":[38],"eco-labeling":[39,101],"and":[40,70,102,126,134,181],"sustainability":[41,103],"claims,":[42],"influence":[43],"purchase":[46,107,135,151],"intention":[47],"for":[48,178],"sustainable":[49],"coffee":[50],"urban":[52,93],"Ethiopia,":[53],"introducing":[54],"literacy":[56,124],"as":[57,113],"key":[59],"moderating":[60],"factor.":[61],"Grounded":[62],"an":[64],"integrated":[65],"framework":[66],"Signaling":[68],"Theory":[69,72],"Planned":[74],"Behavior,":[75],"research":[77],"model":[78],"was":[79],"tested":[80],"using":[81],"Partial":[82],"Least":[83],"Squares":[84],"Structural":[85],"Equation":[86],"Modeling":[87],"(PLS-SEM)":[88],"on":[89,167,172],"data":[90],"from":[91],"451":[92],"consumers.":[95],"results":[97],"confirm":[98],"both":[100],"claims":[104],"significantly":[105,127],"enhance":[106],"intention,":[108,136],"with":[109,140],"trust":[111,133,149],"serving":[112],"significant":[115],"partial":[116],"mediator.":[117],"A":[118],"pivotal":[119],"finding":[120],"is":[121,163],"positively":[125],"moderates":[128],"relationship":[130],"between":[131],"indicating":[137],"consumers":[139],"higher":[141],"competence":[143],"are":[144],"more":[145],"effective":[146],"at":[147],"translating":[148],"into":[150],"decisions.":[152],"These":[153],"findings":[154],"underscore":[155],"success":[158],"contingent":[164],"not":[165],"only":[166],"signal":[168],"credibility":[169],"but":[170],"also":[171],"user":[173],"capability,":[174],"offering":[175],"crucial":[176],"insights":[177],"platform":[179],"design":[180],"policy":[182],"markets.":[186]},"counts_by_year":[],"updated_date":"2026-05-06T08:25:59.206177","created_date":"2026-01-08T00:00:00"}