This study proposes a conceptual framework to understand the drivers of online green purchases in Libya through the Stimulus-Organism-Response (S-O-R) model, providing critical insights into consumer behavior in the context of e-commerce and sustainability. By examining key factors such as green marketing, digital literacy, and environmental concerns, the research explores how these elements interact to influence consumer purchase intentions, addressing a significant gap in the literature regarding emerging digital markets. The study highlights the moderating role of digital literacy in enhancing the effectiveness of green marketing strategies. Recent literature is integrated to propose a comprehensive framework that underscores the importance of digital skills in fostering trust and reducing skepticism towards green claims. This conceptual framework offers actionable recommendations for businesses and policymakers, emphasizing the need for well-crafted green marketing messages and improved digital literacy to drive sustainable consumer behaviors. While this framework provides a structured approach to understanding online green purchase intentions, it does not cover other potentially important variables that might influence these intentions, marking a limitation of the study. The framework aims to inform strategies that better engage consumers, promote eco-friendly products, and ultimately contribute to a more sustainable future in Libya and similar contexts.
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