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Purpose: This study examines factors influencing digital consumers’ green purchase intentions, focusing on cognitive dishonesty, social influence, and digital marketing strategies. It addresses the intention-behavior gap in sustainable consumption driven by algorithmic advertising and influencer marketing. Research methodology: A quantitative approach with a descriptive-correlational design was applied. Data were collected from 384 digital consumers via structured online surveys. Pearson correlation, multiple regression, and ANOVA were used to analyze relationships among environmental attitudes, cognitive biases, and purchase intentions. Findings: Results show a moderate positive correlation between environmental attitudes and green purchase intentions. Social influence, especially peer and influencer recommendations, significantly predicts purchasing behavior. Cognitive dishonesty negatively impacts intention, as misleading marketing and convenience rationalize non-green choices. Research limitations: The study is limited by self-reported data and sample demographics, which may affect generalizability. Future research should include longitudinal studies and diverse consumer profiles to enhance reliability. Practical implications: Findings suggest the need for ethical digital marketing, consumer education, sustainable development and behavioral nudging tools to promote sustainable choices. Originality/Value: This research contributes to behavioral economics and digital marketing by integrating cognitive dishonesty into the analysis of green consumer behavior, offering novel strategies to bridge the intention-action gap.
Andrlić et al. (Tue,) studied this question.