Enhancing sustainable consumer practices: the role of environmental knowledge in adopting BORS services

Abstract

Purpose This study examined the impact of environmental factors on consumers’ intention to use buy online in-store returns (BORS) services. Specifically, it investigates how integrating environmental knowledge and consequence awareness into the theory of planned behavior (TPB) influences consumers’ intention to adopt BORS services. Design/methodology/approach Data were collected through a structured questionnaire and analyzed using statistical methods to explore the relationships between attitude, subjective norm, perceived behavioral control, environmental factors and intention to use BORS services. Findings The findings indicate that attitude, subjective norm and environmental knowledge significantly increase consumers’ intention to use BORS services. Additionally, the interaction of attitude and environmental knowledge further enhances consumers’ intention to use BORS services. Originality/value This study contributes to the limited literature on the drivers of consumers’ adoption of BORS services by integrating environmental factors with TPB. It provides new insights into how targeted environmental education and promotion activities can influence consumers’ behavior toward sustainable practices, providing valuable strategies for retailers to support sustainable development goals.

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