Exploring Green Consumer Behavior Enablers in Digital Markets Through TISM and Fuzzy MICMAC
Authors
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Nehajoan Panackal
Associate Professor (Corresponding Author), Symbiosis Centre for Management Studies-Pune, Symbiosis International (Deemed University), Pune, Survey # 231, Near Lunkad Gold Coast, Viman Nagar, Pune - 411 014, Maharashtra
https://orcid.org/0000-0002-9552-6763
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Adya Sharma
Director and Professor, Symbiosis Centre for Management Studies-Pune, Symbiosis International (Deemed University), Pune, Survey # 231, Near Lunkad Gold Coast, Viman Nagar, Pune - 411 014, Maharashtra
https://orcid.org/0000-0001-7040-0278
DOI:
https://doi.org/10.17010/ijom/2026/v56/i5/175491Keywords:
green consumer behavior, digital markets, total interpretive structural modeling.JEL Classification Codes : M30, M31, Q01
Publication Chronology: Paper Submission Date : September 5, 2025 ; Paper sent back for Revision : March 3, 2026 ; Paper Acceptance Date : March 18, 2026 ; Paper Published Online : May 15, 2026.
Abstract
Purpose : There has been a transitional shift in the choice and consumption of consumers due to rising environmental awareness and digital marketing strategies. Green consumers prefer sustainable products that can be recycled and reused ; consume clean, renewable energy ; and purchase ethically sourced products that minimize environmental harm. The purpose of this study was to identify the enablers of green consumer behavior in digital markets.
Methodology : We have followed the steps laid down by Total Interpretive Structural Modeling (TISM). Seven enablers were identified through a literature review and validated through the Delphi method. The fuzzy MICMAC analysis helped to classify the enablers.
Findings : The hypothesized TISM model of the enablers of green consumer behavior in digital markets comprised four levels that represent the direct and indirect relationships among the identified seven enablers. Social influence and peer pressure represented level 1 followed by environmental awareness and education, perceived value, and willingness to pay at level 2. Level three of the model was digital nudge, personalization, and Government regulations. The final level of the model was represented by green trust and transparency as well as green branding and marketing strategies. The Fuzzy MICMAC analysis showed that the enablers fell into the driver and dependent variable categories, further validating their importance in the model. The drivers in the model included environmental awareness and education, green trust and transparency, perceived value, and willingness to pay. The dependent enablers were social influence and peer pressure, digital nudge and personalization, green branding and marketing strategies, and Government regulations.
Practical Implications : The study extended research on consumer behavior by focusing on green consumer behavior, with an emphasis on digital markets. The study has implications for e-commerce managers to identify influential enablers for efficient resource utilization. The study has implications for digital marketers to enhance green consumer purchasing through digital nudges, personalization, and practical green branding strategies.
Originality : Unlike prior research, the current study explored the enablers of green consumer behavior in digital markets and systematically developed a hypothesized model that highlights their linkages, using TISM and Fuzzy MICMAC analysis.
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