Rising Digital Commerce and Sustainable Consumer Behavior
The global expansion of e-commerce has transformed how consumers discover and purchase products. Mobile technology, algorithm-based recommendations, and real-time promotions allow users to shop instantly with just a few taps. These features often lead to impulse buying, where purchases occur without prior planning.
At the same time, environmental awareness has grown across the world. Consumers increasingly consider sustainability when selecting products, choosing items that are recyclable, energy-efficient, or environmentally friendly.
Indonesia represents a major hub of digital commerce in Southeast Asia. Platforms like Shopee attract millions of daily users through promotional campaigns such as flash sales and limited-time discounts. In this environment, consumers are constantly exposed to product suggestions, peer recommendations, and online reviews.
This combination creates a unique consumer behavior pattern: individuals who value sustainability may still purchase eco-friendly products impulsively when influenced by social and digital cues.
The research conducted by Yudi Kuswandi from Universitas Mercu Buana explores this phenomenon by examining how social and psychological factors interact in the online shopping environment.
Research Approach and Data Collection
The study was conducted in the Greater Jakarta metropolitan region (Jabodetabek), an area known for its high level of internet usage and active participation in online marketplaces. Participants included Shopee users aged 18 to 55 years who had previously purchased environmentally friendly products.
Data were collected using structured online questionnaires distributed through digital platforms and social networks. Respondents evaluated their experiences and perceptions using a five-point Likert scale, ranging from strong disagreement to strong agreement.
To analyze the relationships between different behavioral factors, the researchers applied Partial Least Squares Structural Equation Modeling (PLS-SEM). This analytical framework allows researchers to examine how multiple variables interact to influence consumer decisions.
The model focused on five key components of consumer behavior:
- Social environment, including influence from friends, family, and online communities
- Green trust, referring to confidence in environmental claims of products
- Online reviews, which represent customer-generated product evaluations
- Green purchase intention, describing consumers’ willingness to buy eco-friendly products
- Impulse buying, defined as spontaneous purchasing behavior in online marketplaces
More than 250 responses were gathered, providing a strong dataset for analyzing the relationships among these factors.
Major Insights from the Study
The findings reveal several important patterns in digital consumer behavior.
Statistical analysis indicates that these factors explain about 66.5 percent of consumers’ intention to purchase green products and nearly 59.6 percent of impulse buying behavior on Shopee.
Implications for Businesses and Digital Platforms
The results of the study offer practical insights for companies operating in digital marketplaces.
First, community influence and social engagement can strengthen interest in environmentally friendly products. Marketing campaigns that involve influencers, social media discussions, or community endorsements may increase consumer attention toward sustainable products.
Second, credibility is essential for green branding. Businesses must provide clear and transparent information about environmental claims to build trust among consumers.
Third, online reviews serve as a powerful marketing channel. Encouraging authentic customer feedback can significantly influence purchasing decisions in online marketplaces.
The research also suggests that impulse buying is not always driven solely by emotional reactions or promotional pressure. In many cases, spontaneous purchases reflect consumers’ underlying values, including their commitment to environmental sustainability.
As Yudi Kuswandi of Universitas Mercu Buana explains in the study, trust in environmental claims and positive digital interactions can motivate consumers to make quick purchasing decisions that still align with their sustainability values.
Author Profile
Both scholars contribute to research exploring how technological transformation and sustainability trends influence modern consumer behavior.
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