A Computational Framework and Pipeline Architecture for Sustainable Online Consumer Behavior

This study proposes a design-oriented computational framework and pipeline architecture for e-commerce systems to address the gap between pro-environmental attitudes and sustainable purchase behaviors. Despite growing availability of green personal care products (GPCP) on e-commerce platforms, consumer engagement remains limited. Prior studies often overlook this niche, focusing instead on broader green product categories or offline retail contexts. This study also addresses the gap by examining how pro-environmental and consumption values shape consumer behavior for GPCPs in digital commerce, and then translates the validated determinants into a computational design. A quantitative design guided by the Value–Attitude–Behavior framework was employed. Data were collected from 302 consumers who purchased GPCPs online in the past six months. Constructs were measured using validated scales and analyzed through Partial Least Squares Structural Equation Modelling (PLS-SEM). The empirically significant determinants were then mapped into a multi-stage pipeline architecture to demonstrate how behavioral factors can be operationalized within e-commerce systems. The findings indicate that emotional value, functional quality value, and perceived environmental knowledge significantly shape positive consumer attitudes toward GPCPs in e-commerce settings. Green purchase attitudes were strongly predictive of purchase intentions (β = 0.781, p < 0.000), which subsequently influenced actual purchase behavior (β = 0.726, p < 0.000). These empirically validated determinants inform the computational pipeline, where values act as inputs, attitudes and intentions as intermediate system states, and behaviors as measurable outcomes. Theoretically, this study advances the Value–Attitude–Behavior framework by confirming the distinct and context-dependent roles of emotional and functional quality values, as well as environmental knowledge, in shaping sustainable consumer attitudes in digital contexts. Practically, by integrating these behavioral insights into a pipeline design, the study contributes a computational framework that links consumer psychology with system architecture.