Does green and sustainable engagement benefit online platforms in supply chains? The role of green and public concern

The development of e-commerce is inseparable from the support of logistics industry, which has somewhat caused pressure on resource, energy, and environment. In the process of platform operation, managers must balance economic, social, and environmental benefits. At present, the green logistics practice (GLP) and cause-related marketing (CRM) measures adopted by the platform are costly. Combined with stimulus-organism-response theory and existing literature, this study discusses whether GLP and CRM can establish a good image and further improve consumers’ purchase intention under the moderating effect of consumers’ environmental protection and public welfare concerns. Based on the questionnaire survey of respondents with stable shopping experience on the platform, this study conducted statistical analysis and obtained the following results. First, GLP and CRM measures can promote the establishment of green and public image. Second, green and public image can improve the purchase intention of consumers. Third, we confirmed the moderating role of green and public concern and found that it can strengthen the positive effect of green and public image on green and public purchase intention. Our findings provide evidence for platforms to take environmental protection and public welfare measures to maintain long-term competitive advantage.