A conceptual model of green e-commerce user interface/ user experience design toward enhancing brand image
DOI:
https://doi.org/10.53088/jmdb.v6i3.2985Keywords:
Green E-Commerce, Green UI/UX, Green Brand Image, Design Thinking, Fogg Behavior ModelAbstract
Green e-commerce is a growing driver of sustainable consumption, yet communicating sustainability values through User Interface and User Experience (UI/UX) design remains limited. Most studies address green features or behavior in isolation, leaving a gap in integrating systematic design approaches with behavioral models. This study develops a conceptual model for UI/UX design in green e-commerce toward enhancing brand image. A qualitative content analysis approach was employed, triangulating observations of three purposively selected platforms, semi-structured interviews with nine participants (three SME owners and six users), literature reviews, and expert Focus Group Discussions (five domain experts). Data were analyzed through thematic coding guided by Design Thinking stages and the Fogg Behavior Model (FBM). The findings identify five key UI/UX principles: eco-friendly design, transparency, gamification, personalization, and behavioral nudges, each linked to FBM components of motivation, ability, and prompt. The resulting model offers SMEs a practical framework to strengthen green brand credibility and reduce greenwashing risk. Empirical validation through usability experiments is recommended for future research.
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