Digital Technologies and Green Consumer Behavior: Leveraging Disruptive Innovations for Sustainable Consumption

DOI

10.2991/978-2-38476-470-9_20How to use a DOI?

Keywords

Digital technology; green consumer behavior; Sustainability; Technology adoption; Disruptive innovation; Behavioral change; Digital engagement; Smart consumption; Sustainable lifestyles; Technology-driven nudging

Abstract

In the context of increasing environmental concerns and the growing urgency for sustainable consumption, digital technologies have emerged as transformative tools influencing green consumer behavior. This study investigates how disruptive digital technologies—such as artificial intelligence (AI), blockchain, the Internet of Things (IoT), and big data analytics—affect consumers’ attitudes, decision-making processes, and behaviors toward environmentally responsible consumption. Grounded in theoretical foundations including Disruptive Innovation Theory, the Technology Adoption Life Cycle, and Dynamic Capabilities Theory, this research develops a conceptual framework that explains the mechanisms through which digital technologies shape sustainable consumer behaviors. The study explores the role of technology engagement, the personalization of green value propositions, and the dynamic interaction between digital nudges and consumer attitudes. Through a case study of a digital-enabled green retail enterprise, the research highlights how digital interventions can encourage eco-conscious choices and foster long-term behavioral change. This paper contributes to both the theoretical understanding of consumer digital engagement in the context of sustainability and the practical application of technology-driven strategies for promoting green lifestyles. The findings offer strategic insights for businesses and policymakers seeking to leverage digital transformation to accelerate the transition toward sustainable consumption.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Dat Ho Do
AU  - Thuong Vo Khac
PY  - 2025
DA  - 2025/10/16
TI  - Digital Technologies and Green Consumer Behavior: Leveraging Disruptive Innovations for Sustainable Consumption
BT  - Proceedings of the International Conference on Contemporary Studies in Social Sciences (ICSSSS 2025)
PB  - Atlantis Press
SP  - 286
EP  - 298
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-470-9_20
DO  - 10.2991/978-2-38476-470-9_20
ID  - Do2025
ER  -