Eco-Connect: Examining Consumer Behavior and Sustainability in E-Commerce

This research explores the intersection of trust, perceived risk, and sustainability in shaping consumer behavior when purchasing health products online. The study examines how e-commerce platforms can better cater to the growing demand for eco-friendly health products while addressing consumer concerns related to trust and risk. The findings indicate that trust remains a major determinant in consumers’ decisions to purchase health products online, with perceived risk, particularly in terms of product authenticity and online payment security, also playing a significant role. Furthermore, consumers are increasingly concerned about the sustainability of the products they buy, with eco-labels and clear information about eco-friendly products influencing purchasing decisions. The study highlights the need for e-commerce platforms to prioritize security, transparency, and eco-friendliness to attract and retain consumers.