THE EVOLVING CONSUMER COMPASS: UNDERSTANDING THE EMERGING LANDSCAPES OF CONSUMER DECISION-MAKING IN THE DIGITAL AGE

Consumer behavior, a field of scholarly inquiry dedicated to understanding the processes individuals undertake when acquiring, utilizing, and disposing of goods, services, ideas, or experiences, is currently undergoing a profound transformation. This exploratory paper critically examines several salient and emergent dimensions shaping contemporary consumer behavior. These dimensions encompass the pervasive influence of digital technologies, the ascendance of personalized and experiential consumption paradigms, the increasing salience of ethical and sustainability considerations in purchase decisions, the multifaceted role of social and community dynamics in both online and offline contexts, the evolving integration of artificial intelligence and automation across the consumer journey, and the growing scholarly attention directed towards mental well-being and mindful consumption practices. Through a synthesis of existing literature and critical analysis, this paper aims to provide a theoretically grounded overview of the shifting paradigms in consumer behaviour and delineate key avenues for future academic research and strategic implications for practitioners.