Advancing Sustainable E-Commerce Practices

Abstract

This study investigates how online review characteristics influence consumers’ fashion purchase intention in digital commerce and discusses their implications for sustainable e-commerce development in Hanoi, Vietnam. Data were collected from 527 respondents with prior experience in online fashion shopping. The study examines three key attributes of online reviews—review quantity, review quality, and review credibility—together with the mediating role of online review acceptance. Covariance-based structural equation modeling (CB-SEM) with AMOS 24.0 was employed to assess the measurement and structural models, following preliminary reliability and validity analyses conducted in SPSS 26. The findings reveal that the quantity, quality, and credibility of reviews significantly influence online review acceptance, which in turn strengthens consumers’ purchase intention. Among these factors, review credibility and review acceptance exert the strongest effects on purchase intention. By enhancing transparency and reducing perceived uncertainty, online reviews contribute to more informed decision-making in digital marketplaces. From a sustainability perspective, this study does not measure sustainability as a separate construct but discusses sustainable e-commerce development as an implication of transparent and credible online review systems. The findings suggest that reliable review mechanisms can reduce information asymmetry, foster consumer trust, and support more responsible purchasing decisions in digital marketplaces. These results have practical implications for e-commerce platforms and fashion retailers seeking to strengthen trust-based, sustainable digital market development in emerging economies.