PAPER ID:IJIM/V.5(VIII)/12-17/3

AUTHOR: Surender Singh

TITLE :ETHICS IN E-COMMERCE: BUILDING TRUST AND SUSTAINABILITY IN THE DIGITAL AGE

ABSTRACT: Business ethics in e-commerce plays a pivotal role in fostering consumer trust, enhancing business performance, and ensuring sustainable growth. This study explores key ethical challenges in the digital marketplace, such as data privacy breaches, deceptive advertising, poor labor practices, and environmental concerns. By synthesizing insights from existing literature, the research highlights the importance of adopting ethical strategies that balance profitability with societal responsibilities. The findings reveal that ethical practices, including transparent advertising, secure data handling, and environmentally friendly operations, significantly influence consumer trust and loyalty. Hybrid shopping behaviors and rising consumer awareness of ethical issues necessitate that e-commerce businesses invest in innovative technologies, such as artificial intelligence and blockchain, to ensure compliance and enhance customer satisfaction. Despite these benefits, challenges remain, particularly for small and medium enterprises (SMEs) that face resource constraints and operational complexities. Policymakers and technology providers play a crucial role in addressing these barriers through supportive regulations and cost-effective solutions. The study concludes that ethical business practices are indispensable for thriving in the competitive e-commerce landscape. This paper provides actionable recommendations for businesses, regulators, and consumers, emphasizing the need for transparency, sustainability, and innovation. It also identifies avenues for future research, such as the long-term impact of ethical practices on consumer loyalty and global business performance.

KEYWORDS: E-commerce ethics, consumer trust, data privacy, ethical challenges, sustainable e-commerce

Click here to download Fulltext

Click here to download Certificate