Framing consumer empowerment in the digital economy: From networks and engagement toward sustainable purchase

Abstract

AbstractThe current study investigates the influence of variety among online providers and customers' access to knowledge on consumer networks, consumer engagement, and sustainable purchasing. Emphasis is on the underlying relationships among these constructs in the digital economy, which has evolved into a complex structure of multifarious nodes and linkages unfolding in the online environment. The underlying theoretical approaches are knowledge‐attitude‐behavior (KAB) and customer sovereignty. Against this backdrop, a questionnaire‐based survey was given to 200 Millennials (i.e., generation Y) and gen Z Italians—approached as empowered stakeholders requiring accurate information and sustainable solutions from online providers—in January 2023. The data was processed via the structural equation modeling technique PLS‐SEM, based on SmartPLS 4. The findings indicated that sustainable purchasing is influenced to some extent by access to knowledge, consumer engagement, and consumer networks. The study endeavors to fill a research gap, as the relationships between variety among online providers and sustainable purchasing, as well as consumer engagement from the empowerment perspective are underexplored. The study provides new evidence of the relationships between consumer networks, consumers' access to knowledge, sustainable purchasing, and consumer engagement in the framework of online retail by inquiring respondents.