Trust and website conversion in consumer responses to green product purchasing: A new perspective through the lens of innovative website Design's technology integration

Wutthiya Aekthanate Srisathan; Chavis Ketkaew; Narissara Jantuma; Phaninee Naruetharadhol

doi:10.1016/j.heliyon.2023.e23764

Trust and website conversion in consumer responses to green product purchasing: A new perspective through the lens of innovative website Design's technology integration

Heliyon. 2023 Dec 17;10(1):e23764. doi: 10.1016/j.heliyon.2023.e23764. eCollection 2024 Jan 15.

Authors

Wutthiya Aekthanate Srisathan^{1

2}, Chavis Ketkaew^{1

2}, Narissara Jantuma^{1

2}, Phaninee Naruetharadhol^{1

2

3}

Affiliations

¹ International College, Khon Kaen University, Khon Kaen, 40002, Thailand.
² Center for Sustainable Innovation and Society, Khon Kaen, 40002, Thailand.
³ Hincks Centre for Entrepreneurship Excellence, Munster Technological University, Cork, Ireland.

Abstract

This study aims to investigate the role of trust and website conversion in consumer responses to green product purchasing, with a new perspective through the lens of innovative website design's technology integration. To achieve this objective, an online survey was conducted with a sample of 384 consumers in Thailand. The results reveal that user trust in innovative website design are significant predictor website conversion in consumer responses to green product purchasing. Innovative website design's technology integration positively influences anticipated website usability and anticipated website quality requirements, which, in turn, enhances trust and leads to increased consumer conversion to green product purchasing. Moreover, anticipated website quality requirement acts as a partial mediator in the relationship between technology integration of innovative website design and user trust in innovative website design. The relationship between user trust in innovative website design and conversion of consumer response to green product purchase is notably strong (β = 0.203, p-value = 0.014), with user trust accounting for roughly 57.1 % of the variability in consumer conversion ( $R^{2} = 0.571$ ). This substantial link suggests that in the broader context, enhancing elements that build trust within a website's design is crucial as it influences over half of the consumer's decision-making process related to green product purchases. Essentially, for industries and markets centered around eco-friendly products, investing in strategies to bolster user trust in their digital platforms could significantly drive consumer response and engagement. These findings have important implications for marketers and website designers seeking to enhance their green product sales by developing innovative website designs that incorporate technological integration and build trust with consumers. Both markers and website designers can use these insights to optimize their website design strategies, leading to increased conversion rates.

Keywords: Anticipated website quality requirement; Anticipated website usability; Conversion of consumer response; Technology integration of innovative website design; User trust.