Devising Sustainabile Development Strategies for Online Retailing in India

The trend of online retailing/shopping is growing at an unprecedented rate across the world and has taken the business world at storm. Despite this huge growth in recent years, the studies on its environmental implications are not very clear from previous researchers. This research gap is being addressed in this research paper. Online shopping/retailing is easy, fast, and simple. It also ensures a unique satisfaction of store/product comparison at consumer's convenience. Bur, this convenience is often at the cost of environment. The concept of sustainability in online retailing deals with adopting green practices in business activities like business models, packaging, supply chain etc. This change will in variably increase price of the product and in this competitive environment it will pose challenges for the marketers. This research paper is an attempt to answer these questions.