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Examining the Impact of Gender Differences, Sustainable Urbanism, and Digital Transformation on Online Consumer Buying Behavior: A Perspective Towards SDG Alignment
Abstract
The COVID-19 pandemic has triggered a significant surge in online shopping across various contexts, influencing the buying behaviors of consumers, particularly those engaged in online and social media-based transactions. This study aims to investigate the impact of gender disparities, customer location, sustainable development goals (SDG) alignment, and digital transformation on consumers' online buying behaviors. The research adopts qualitative methods, employing online interviews to collect primary data. The findings highlight that contemporary consumers exhibit the ability to assess choices and make informed decisions. Notably, factors influencing online shopping behavior encompass influences from close social circles, predominantly family members and friends, as well as virtual social constructs like social network friends. The study emphasizes the crucial role of SDGs and digital transformation in shaping and understanding these evolving consumer behaviors.
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