Sustainable E-Marketing and the Path to SDGs: Evidence from Consumer Perceptions and Behaviour

This study investigates the impact of sustainable e-marketing practices on consumer perceptions and purchasing behaviours among Indian online shoppers of eco-friendly products, within the framework of the United Nations Sustainable Development Goal 12. Using a cross-sectional survey of 160 respondents, the research examines key factors including green awareness, perceived usefulness, and trust in e-commerce platforms, and their influence on purchase intention and actual sustainable buying behaviour. The findings reveal that all three factors significantly and positively affect purchase intention, which in turn strongly predicts sustainable buying behaviour. Additionally, trust in platforms exhibits both direct and indirect effects on sustainable purchases, highlighting its pivotal role in bridging the intention–behaviour gap. The study underscores the importance of transparent, trustworthy, and informative sustainable e-marketing strategies to effectively encourage eco-friendly consumption in the growing Indian digital marketplace. Practical implications for marketers, e-commerce platforms, and policymakers are discussed to promote responsible consumption and advance sustainable development.