SUSTAINABLE E-GROCERY IN INDIA: CONSUMER BEHAVIOR AND STRATEGIC IMPERATIVES
DOI:
https://doi.org/10.14456/aisr.2025.31Keywords:
E-Grocery, Sustainability, Consumer Behavior, Green Marketing, IndiaAbstract
This study explores the integration of sustainability practices within India's rapidly growing online grocery (e-grocery) sector, analyzing how companies are leveraging green initiatives to attract and retain customers, thereby influencing consumer behavior and strategic decision-making. Through a comprehensive literature review and bibliometric analysis of Scopus databases, the research identifies key areas such as packaging, delivery, and sourcing where firms implement eco-friendly practices. The findings highlight that sustainability significantly influences consumer purchasing decisions, acting as a crucial competitive differentiator and enhancing brand loyalty. This research further underscores the need for retailers to expand sustainability efforts, leading to lower environmental impact, stronger customer loyalty, and more resilient supply chains. Drawing parallels with similar trends in Thailand's e-commerce and food delivery sectors, this study emphasizes the broader significance of sustainable practices across Asia's emerging economies. By connecting findings in India with research in Thailand, a regional perspective is offered, showing how digital platforms and consumer behavior are evolving to support sustainability. While acknowledging the limitations of its India-centric focus, the study recommends further research to evaluate the long-term effectiveness of these initiatives and assess their scalability to other emerging markets. This research provides valuable insights for businesses, policymakers, and academics seeking to promote sustainable practices within the e-grocery sector in India and across the dynamic landscape of Asia's emerging economies.
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Copyright (c) 2025 Venkatesh GANAPATHY, Kittisak WONGMAHESAK, Anand SRINIVASAN
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