Green Commerce in the Digital Age: The Role of E-commerce Platforms in Promoting Sustainable Consumption

Abstract

During the digital transformation era, e-commerce has become a pivotal driver in shaping consumer behaviour and advancing market sustainability. The study examines how online retail and AI-driven marketing stimulate eco-friendly buying behaviour. With the growing integration of artificial intelligence, recommendation algorithms, and personalised marketing strategies, e-commerce platforms possess remarkable potential to encourage environmentally responsible consumer choices. Additionally, the adoption of green digital innovations—such as carbon footprint calculators, eco-labelling, and sustainable product filters—has transformed the way consumers identify and engage with sustainable products. The study also highlights the increasing implication of corporate transparency and digital sustainability reporting, which enhances consumer trust and strengthens brand loyalty. As e-commerce continues to evolve as a catalyst for sustainable consumption, evaluating its contribution to SDG 12 (Responsible Consumption and Production) becomes essential for fostering global environmental and economic resilience. The objective of this research paper is to study the influence of AI-driven marketing and recommendation algorithms on consumers’ eco-friendly purchasing behaviour in e-commerce platforms and also to assess the relationship between consumer awareness, trust in sustainability claims and their willingness to purchase green products online, which will help to analyse the impact of digital transparency features for promoting sustainable consumption through e-commerce and to study these responses, data is collected both primary data in the form of a questionnaire and secondary data through journals, research papers and different articles.