Exploring the Theory of Planned Behaviour to Understand the Role of Sustainability in Digital Shopping Environment

Today, when the commercial world is discussing sustainability, this study aims to combine how even the adoption of a minor technology has influenced the buying behavior of customers on digital platforms and how personalized advertisements have changed people’s perception towards buying. This study helps to explore whether personalized social media apparel advertisements influence the formation of customer attitudes and purchase intention for five prominent Indian apparel websites within the theoretical framework of the Theory of planned behavior. The study also attempts to ascertain whether age influences the relationship at any stage in the framework. This study conducts an empirical test of the conceptual framework to determine the impact of personalized social media apparel marketing on customers’ online purchasing behavior. An investigational study was conducted in the Regional Unit of Varanasi, India, involving 346 female respondents who were proficient in using cell phones for online shopping. The use of Multi Regression and Moderation Analysis effectively confirmed the factors that influence buying propensity. The findings demonstrated that the factors considered during this study have a crucial role in forming the desire to make online purchases. This study supports the idea that digital marketing platforms significantly frame customers’ intentions, especially women, who are the key family decision-makers in sustainable consumption.