This study explores consumer awareness towards sustainable practices in e-commerce platforms in Kanyakumari District, based on responses from 150 consumers. The research aims to assess the level of awareness, attitudes, and preferences of consumers regarding eco-friendly measures adopted by online shopping platforms. The findings reveal that a majority of respondents are moderately aware of sustainable practices such as eco-packaging, carbon-neutral deliveries, and ethical sourcing. However, while urban consumers show a relatively higher level of awareness and concern for environmental impacts, rural consumers exhibit limited exposure and understanding. Factors like age, and residential areas significantly influence awareness levels. The study also found that while many consumers express a willingness to support green initiatives, actual purchasing behavior is still driven largely by price and convenience. The results highlight the need for e-commerce platforms to promote their sustainable efforts more transparently and educate consumers through better communication strategies. This research provides valuable insights for policymakers, marketers, and digital platforms to design effective strategies that encourage sustainable consumer behavior in online shopping.
N. Umaiba - (Fri,) studied this question.