A Study On Customers’ Perceptions Towards Sustainable Growth Of E-Commerce Industry In India

The emphasis of this study is on customers’ e-perceptions concerning the sustainable growth of e-commerce in India. The authors used primary data collected by administering a well-structured questionnaire to 335 respondents to assess perceptions of sustainability initiatives, trust and loyalty, environmental awareness, and challenges faced adopting sustainable practices. Consumers viewed eco-friendly measures (e.g., sustainable packaging, carbon-neutral delivery) positively, and those with higher environmental awareness (the highest score) had stronger eco-conscious values. Descriptive statistics revealed that the consumers and the eco-friendly measures have been positively recognized. The inferential analysis confirmed the three hypotheses that sustainability initiatives have an impact on customer perception, green practices have an effect on trust and loyalty, and environmental awareness has an effect on purchase decision and brand preference. But high prices, awareness issues, and lifestyle compromises all continue to be pain points. The sustainability is more than a corporate responsibility, it is a new impulse of trust, loyalty and resilience, and competitive advantage in e-commerce. Thus, incorporating green initiatives into business models is a necessary step to ensuring long-term growth and customer satisfaction.