Digital Innovation and Sustainability Driven Consumer Behavior: A Review and Research Agenda

Abstract

Consumption is thus fundamentally related to sustainably because every decision pertaining to what to buy, what quantity the buy, how many to consume, or how to dispose of things has a direct influence on the natural world and the generations to come, and the overall impact of every single the customer's purchase is disastrous. A framework-based systematic literature review (SLR) was conducted to better comprehend the body of research on digital innovation and sustainability driving consumer behavior. This was done in order to acquire a deeper understanding of the studies that have already been done in this area. to provide (i) a comprehensive review of the current research landscape and (ii) a rich roadmap for future research. This study evaluated the literature especially in terms of theory, context, traits, and methodology. A total of 107 research articles published between 2013 and 2022 were found using scientific methods in the Scopus database. The findings showed that most research appears to have employed qualitative methodologies and was grounded in the setting of China and Italy. This review could help scholars better grasp the relationship between digital innovation and sustainability, opening the door for additional study and advancement in the field. Additionally, by extending the literature study and emphasizing the elements that can improve digital innovation and sustainability, practitioners will be given a better overall understanding of how to approach the problem.