IMPACT OF CONSUMER BEHAVIOUR FACTORS ON SUSTAINABLE ONLINE PURCHASING DECISIONS
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Abstract
The present study explores the growing importance of aligning sustainable sales strategies with consumer purchasing behaviour in the digital marketplace. The objective of the research is to examine consumer behaviour in the context of online shopping, with a view to identifying how sustainability-related and behavioural factors influence purchasing decisions across diverse customer groups. A research gap has been identified in relation to sustainable sales and consumers' purchasing behaviour. The research focuses on consumer behaviour in online shopping. The goal of this study is to explore how different factors impact purchasing decisions in the context of a company’s sustainable development. Methodology. The application of K-Means clustering and regression analysis in this study offers valuable insights into the responses of distinct consumer segments to social, economic, and environmental drivers. This supports companies in achieving sustainable growth. The results obtained demonstrate the variation in consumer behaviour across the various customer groups (i.e., browsers, cart abandoners, buyers, premium shoppers) and illustrate the significance of each factor for each created cluster. The findings of this study indicate that representatives of the Browsers cluster were primarily influenced by social media engagement (+0.42) and advertising interaction (+0.36). Customers in the Cart Abandoners cluster showed discount sensitivity (0.51) and shipping preferences (-0.44). For the Buyers cluster, important factors are brand loyalty (+0.58), customer loyalty programmes (+0.46) and product ratings (+0.31). Premium shoppers have a high income and education level, and value time spent on product research. Practical implications. The study demonstrates that distinct behavioural patterns have a significant impact on the outcomes of consumption. The findings of the research project have the potential to contribute to the development of sustainable online purchasing as a significant component of sustainable development. Value/Originality. The present study draws on consumer behaviour theory in order to investigate the factors that shape online purchasing. It thereby offers original insights into consumer behaviour in the context of sustainable online purchasing decisions, thus contributing to a deeper understanding of how sustainability considerations influence digital consumption patterns.
How to Cite
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digital economy, consumer behaviour, sustainable purchasing, online purchasing decisions, impulse buying, data-driven analysis, user segmentation
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