The Impact of Big Data-Driven Strategies on Sustainable Consumer Behaviour in E-Commerce: A Green Economy Perspective

The significance of big data in modern industry is the core theme of this study. The chosen industry is e-commerce, and how big data has introduced new dynamics in sustainable purchasing was examined in this study. The development of the green economy depends on whether green products are being increasingly purchased or overconsumption is being reduced. E-commerce players tackle this issue with personalized recommendations, pricing, and target marketing strategies. Considerable data-enabled user experience has also recently become a significant development area. This study collected data from Alibaba users through a close-ended questionnaire. The model revealed that personalized recommendation, user experience, and target marketing strategies are significant predictors of consumer green satisfaction, and green purchase behaviour recommendations, user experience, and target marketing strategies are significant predictors of consumer green satisfaction and green purchase behaviour. Although targeted pricing could not find any significant relation with green purchase behaviour, it is mediated through green satisfaction. Overall, consumer green purchase behaviour can be enhanced through big data and its implications through targeted marketing, personalized recommendations, and user experience.