Digital Consumerism and Youth Buying Behaviour: Evidence from Puducherry

Abstract

The rapid growth of digital technologies and e-commerce platforms has significantly transformed consumer purchasing patterns across the world. Young consumers, in particular, have emerged as active participants in online shopping due to increased internet penetration, smartphone usage, digital payment systems, and social media influence. This study examines the factors influencing online shopping behaviour among young consumers in the Puducherry region. The research focuses on variables such as convenience, price perception, trust, website quality, promotional offers, social media influence, and digital payment systems. A descriptive research design was adopted for the study, and primary data were collected through a structured questionnaire from young online shoppers in Puducherry. The findings reveal that convenience, product availability, discounts, and ease of digital transactions are major determinants influencing online buying behaviour. The study also highlights the growing role of digital consumerism in shaping purchasing decisions among youth. The research provides valuable insights for e-commerce companies, marketers, and policymakers in understanding the behavioural patterns of young consumers in the digital era.

KEYWORDS: Digital Consumerism, Online Shopping Behaviour, Youth Consumers, E-Commerce, Consumer Behaviour, Puducherry, Digital Payments