The cost of college textbooks has been increasing steadily for the last two decades. New developments in e-textbook offerings and enhanced features that have made e-textbooks more user-friendly have provided students with an attractive alternative to traditional textbooks. The purpose of this paper was to understand the purchase intentions among college students for e-textbooks. Using Bagozzi’s Appraisal Emotional Reactions Coping Responses theory as a framework, this study conceptualizes a predictive model of students intention to use e-textbooks Study model indicates that Trust, Value, attitude towards the brand and environmental attitudes are key determinants of purchase intentions. E-textbook companies should offer products of significant value to induce purchase intentions. Enhanced student trust should lead to a more positive brand attitude.