Navigating Sustainable Practices in E-commerce: A Systematic Literature Review with Insights from the ADO Framework

Abstract

Purpose: The convergence of e-commerce and sustainability sparks an investigation into their implications and approaches. Despite the efficiency promised by online shopping, apprehensions regarding packaging waste and energy use emphasize the necessity for detailed scrutiny of the environmental impact of e-commerce and its contribution to sustainable consumption in the ever-evolving global market. Design/Methodology/Approach: This research paper aims to investigate the connection between sustainability and e-commerce, employing the (ADO) i.e. Adoption, Diffusion, and Optimization (ADO) framework to analyse antecedents, decisions, and outcomes. The research explores theoretical foundations, such as Industrial Ecology, B2C business models, and the Resource-Advantage Theory, to reveal the multifaceted relationship between e-commerce and sustainability. Strategic decisions, varying from impacts on energy consumption to the integration of sustainable practices in e-commerce, are studied, shedding light on the multifaceted landscape of e-commerce sustainability. Determinate outcomes, including enhanced sustainability factors, positive impacts on commitment and e-word of mouth, and noteworthy contributions to UN Sustainable Development Goals, emphasize the transformative potential of e-commerce. Findings/Result: The study assessment emphasizes for the continued integration of sustainability into e-commerce strategies, urging all stakeholders to navigate complexities and adopt eco-friendly practices for a better sustainable digital future. The discussion synthesizes diverse perspectives, highlighting the dynamic nature of e-commerce and its capacity to positively influence societal and environmental objectives. Originality Value: The paper has used ADO approach which ensures the novelty of the research for the topic under study. Paper Type: Research paper