• Ms. Sanika Shankar Chalke
• Mrs. Pournima Bhangale

The rise of sustainability concerns and rapid digitalization has brought new challenges and opportunities for understanding green consumer behaviour. While prior research highlights the role of digital marketing, brand affect, and smart technologies in shaping sustainable consumption, the persistent intention–behaviour gap and consumer heterogeneity remain unresolved. This paper seeks to decode the digital green consumer by integrating theoretical insights with exploratory evidence. A survey (50 respondents) was conducted to examine consumer awareness, intentions, and actual behaviours toward eco-friendly products, revealing a clear mismatch between stated preferences and purchasing actions. Complementing this, case studies of Amazon and Flipkart illustrate how leading e-commerce platforms employ strategies such as eco-labelling, curated green stores, sustainable logistics, and digital storytelling. Drawing from frameworks such as the Theory of Planned Behaviour, Value–Belief–Norm theory, and digital nudging, we propose a conceptual model linking digital stimuli, mediators (trust, awareness, affect), and outcomes, moderated by consumer segmentation and context. The study concludes with recommendations for marketers and policymakers to leverage digital platforms as catalysts for sustainable consumption while ensuring transparency and trust.

Digital green consumer; Sustainability; Eco-labels; Digital marketing; Consumer trust; Intention–behaviour gap

"Decoding the Digital Green Consumer Intersections of Marketing, Platform Design, and Sustainable Choices ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 1, page no.e132-e143, January-2026, Available :http://www.jetir.org/papers/JETIR2601420.pdf

"Decoding the Digital Green Consumer Intersections of Marketing, Platform Design, and Sustainable Choices ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 1, page no. ppe132-e143, January-2026, Available at : http://www.jetir.org/papers/JETIR2601420.pdf