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Challenges in Green Energy Adoption: The Role of Digital Sustainability Marketing and Behavioral Processes in Jordan

Year: 2026

Type: article

Abstract: This paper discusses the effects of the sustainable digital marketing approach on the green purchase intentions (GPIs) in the renewable energy market in Jordan and in particular the behavioral processes that mediate the formation of the environmentally responsible consumption.The quantitative research design was utilized to obtain data based on 237 consumers and processed with the help of the Partial Least Squares Structural Equation Modeling (PLS-SEM), to determine the direct, mediating, and moderating relationships.The results indicate that sustainable digital marketing initiatives have a significant positive impact on the environmental awareness (EA) and GPIs.The EA can be identified as one of the main explanatory factors, and it mediates the connections between sustainable digital marketing and GPIs, which shows that it is the key influential factor of pro-environment consumer behavior.In contrast, the moderating effect of perceived consumer effectiveness (PCE) on the relationship between sustainable digital marketing strategies (SDMS) and GPIs is found to be statistically insignificant.However, the standardized root mean squared residual (SRMR) values of the saturated and estimated models slightly exceeded the recommended 0.08 threshold, suggesting that the structural estimates should be interpreted with caution and that future research should validate the model using larger samples and additional fit indicators.These findings imply that the digital sustainability messages are effective in increasing awareness and behavioral intentions, but the individual perceptions of personal impact might not have a significant effect on strengthening this relationship in the context of the study.On the whole, the research finds that sustainability of digital marketing through the use of eco-friendly practices is a very crucial channel via which sustainable marketing strategies can predict green consumption behavior.The results advance the existing knowledge of the effects of sustainability-focused digital communication on consumer behavior in the developing markets and offer valuable practical recommendations to policymakers and marketers who may want to encourage the use of renewable energy by leveraging the behavioral-based digital communication approaches.

Source: Challenges in Sustainability

DOI: 10.56578/cis140410

Authors: Amro Alzghoul, Khaled M. Aboalganam

Institution: Amman Arab University

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Responsible consumption and production, Climate action

Open Access status: gold

Estimated APC paid: $323