"THE IMPACT OF MOBILE SHOPPING AND SUSTAINABILITY ON CONSUMER PURCHASING BEHAVIOR IN THE DIGITAL AGE."

Abstract

The retail industry has seen a shift in the digital age, with two key themes influencing customer purchase behavior emerging: mobile shopping and sustainability. This study looks at how these two developments interact, examining how consumers' increasing awareness of sustainability and the ease of mobile shopping affect their decisions to make online purchases. This study investigates the development of online shopping, the global trend towards sustainability, and their effects on consumer preferences, willingness to pay, and brand loyalty through an extensive analysis of the literature. Analyzed is the intricate relationship of digitalization, mobile technology, and sustainable consumption; important elements include lowering behavioral costs, leveraging data for marketing, and fostering customer trust. The study also draws attention to the possible discrepancy in attitudes and behaviors between customers' professed preferences for sustainability and their real purchasing patterns. This paper provides valuable insights for e-commerce strategies, sustainable product development, and targeted marketing interventions by addressing research gaps and proposing a robust methodology. It also adds to a nuanced understanding of how the convergence of mobile shopping and sustainability shapes consumer purchasing behavior in the digital age.