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impact on purchasing decisions. However, according to Ronju Ahammad (2012), green
pricing may risk financially burdening consumers. Thus, green pricing may have short-

term negative impacts on purchasing decisions, but in the long run, it will facilitate
easier, less costly, and environmentally safer access to renewable energy sources. The
hypothesis is established:
H3: Green pricing positively influences online purchasing decisions
Green location (or Green Distribution is abbreviated as PPX): Location is
commonly referred to as distribution channels or distribution networks. Locations can
be any physical stores as well as virtual stores, related to the transfer of products from
manufacturers to consumers. Green location, according to Vaibhav Ramesh Bhalerao

and Anand Deshmukh (2015), means anything that helps minimize the efforts of
customers and manufacturers in buying and selling a product. According to Nadda,
Vipin, Gonzo, Faithfull, Batta, Ravinder, Sharma and Amit (2023), green location is a
sustainable and environmentally friendly distribution channel in the stages of marketing
and transporting products to consumers. Companies applying e-commerce to sell
products online, minimizing inventory, and using manufacturers’ or intermediary

warehouses to sell goods can be considered green locations or distribution channels.
The Internet can indeed be considered a green place as it provides unparalleled
convenience for customers and also saves costs for manufacturers (Aparna Choudhary
and Samir Gokarn, 2013). According to R Astuti1, P Deoranto, M L A Wicaksono, and
A Nazzal (2021), green location has a positive impact on online purchase intentions.
According to the research by Shahira Ariffina, Jamaliah Mohd Yusofa, Lennora Putita,
and Mohd Izwan Azalan Shah (2016), green value encompasses the coordination of the

4Ps (green product, green location, green pricing, and green promotion), which has a
positive impact on repurchase intentions. Based on the above arguments, the fourth
hypothesis is proposed:
H4: Green location positively influences online purchasing decisions.
2.2. Research Model Development
Figure 1. Proposed Research Model

3. Research methodology
3.1. Research plan and design
The team chose a non-probabilistic convenience sampling method based on its
advantages of accessibility and ease of information retrieval. The study conducted data

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