Exploring the Role of Web Personalization in Consumer Green Purchasing Behavior: A Conceptual Framework

Online retailers are using technology to attract, engage and induce consumers to purchase their products and services. Personalization is instrumental in two ways - First to understand the uniqueness of need of the individual consumer and second to tailor offerings to meet the need. There are personalization techniques in place in case of brick-and-motor stores, where sellers get to know the need and offer the suitable product or service. In the case of e-commerce, technology can play an important role in customizing the web content, design, interface, and overall atmospherics as per the preferences of each customer. There are studies based on personalization of mobile applications and social commerce. There are very few studies available on the role of personalization in web context that creates the urge to buy green products and lead to online green buying. The current study will focus to understand the antecedents of website personalization that creates the urge to buy green products and services. A conceptual model of the relationship between website personalization and urge to green purchasing is presented. The study will contribute in the understanding of the website related factors and will help the marketers to adapt suitable strategies for better personalization, engagement and green purchase. Both theoretical and practical implications are discussed for academicians and practitioners.