With the global market for eco-friendly products expected to reach $2.4 trillion by 2025, the sustainable products industry is poised to play a significant role in the transition to a more sustainable future. Similarly, the industry of sustainable products that are sold online is growing rapidly as consumers become more aware of the environmental and social impacts of their purchases. As a result, e-commerce companies make an effort to investigate the factors that influence consumer intent to purchase sustainable products online. By doing so, they aim to optimize their operations and better meet the needs of their customers. In this article, we will critically evaluate literature on this topic and explore trust as one of the critical factors that have a significant impact on consumer online purchase intention in the context of sustainable products. This research seeks to understand the determinants of consumer trust in relation to sustainable products that are sold online. The research model is empirically tested through the data of 278 participants. The research findings indicate that perceived risk, perceived security, and perceived privacy predict trust on e-commerce which, in turn, predicts online purchase intention for sustainable products. Consumer trust of sustainable products is also found to moderate the latter relationship.
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