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IMPACT OF SUSTAINABLE E-COMMERCE ON CONSUMER BEHAVIOUR

Author : Dr Prerna Chandel

Abstract :Sustainability has become a vital concern at the intersection of economic growth, environmental preservation and social responsibility. As e-commerce continues to expand rapidly, it faces criticism for practices that negatively impact the environment, such as excessive packaging, high return rates and frequent shipping. In response, many e-commerce businesses are adopting sustainable practices to meet evolving consumer expectations. This quantitative study investigates the impact of sustainable e-commerce practices on consumer behaviour. Data were collected through a structured survey administered to a diverse sample of online shoppers. Statistical techniques including one way ANOVA and Chi-square tests were employed to examine the influence of demographic variables and sustainability awareness on consumer preferences, purchase intentions and brand loyalty. The f indings reveal significant differences in consumer behaviour based on gender, age and environmental awareness levels. Consumers with high sustainability awareness are more likely to support eco friendly e-commerce platforms, even at higher costs. This research offers empirical evidence to guide e-commerce businesses in designing sustainability strategies that align with consumer expectations and regulatory trends.

Keywords :Sustainable e-commerce, Consumer behaviour, Eco-friendly practices and Environmental sustainability

Conference Name :International Conference on Management, Accounting, Banking, Economics and Business Research (ICMABEBR-25)

Conference Place Manali, India

Conference Date 1st Jun 2025

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