Digital Consumption and Consumer Involvement of First-Time Mothers in the Context of the SDG: Responsible Production and Consumption

Objective: The objective of this article is to review the literature regarding the media use of new mothers and to determine the implications that their transition to motherhood has on their e-commerce behavior. Theoretical Framework: This review article examines the online shopping behavior of new mothers, considering knowledge regarding online shopping behavior and the consumption patterns of new mothers. Method: This article is based on a review of the literature in the field. Results and Discussion: Baby goods are high-involvement goods and there is a high level of perceived risk associated with the purchase of those goods by new mothers. New mothers tend to research items online and then make their final buying decisions and actual purchases in brick-and-mortar stores. Research Implications: These findings may be of interest to all those interested in online shopping behavior, the effect of new motherhood on consumption patterns, and the buying and selling of baby goods. They provide valuable insight, which should inform efforts toward the SDG of responsible production and consumption. Originality/Value: This article addresses the consumer behavior of new mothers, who constitute an important and unique consumer demographic. There has been little previous research on this topic.