A Study on Sustainable Consumption Behavior of Consumers Engaging in Cross-Border Shopping via Digital Platforms in the Post-Pandemic Era

Following the global pandemic, cross-border shopping via digital platforms has expanded significantly, highlighting the importance of understanding factors that influence consumers’ sustainable consumption behavior. This study investigates the effects of digital platform trust, brand trust, perceived sustainable responsibility, and the perceived impact of the pandemic on sustainable consumption behavior. To this end, the study analyzed structural equation modeling using data from 862 consumers with cross-border shopping experience via digital platforms, extracted from the 2023 Korea Consumer Life Index. The empirical results reveal that brand trust had a stronger influence on consumer behavior than digital platform trust. Additionally, digital platform trust exhibited a moderate effect on both perceived sustainable responsibility and sustainable consumption behavior. The perceived impact of the pandemic showed a moderate influence on sustainability awareness and consumption behavior. This study offers practical and academic implications for understanding cross-border consumer behavior and promoting sustainable consumption in the digital platform environment.