Authors: G. Krishna naik
Abstract: This paper reframes a prior study of customer satisfaction in online shopping (Tumkur district, Karnataka) through the lens of sustainability and responsible digital commerce. We integrate environmental (e.g., low-impact packaging and green logistics), social (e.g., fair labor and accessibility), and governance (e.g., privacy and algorithmic transparency) dimensions into a multi-construct model that links e-service quality and value/trust to overall satisfaction and loyalty intentions. Methodologically, we propose a cross-sectional survey with validated Likert scales, compute reliability (Cronbach's a), estimate minimum sample using Cochran's formula, and illustrate factor scoring and logistic regression for repurchase intention. We also outline a sustainability-weighted satisfaction index (SUSI) and demonstrate basic calculations. Empirically illustrative figures (framework diagram, factor means, and Pareto complaints) are provided to guide implementation. The results indicate that, beyond classic drivers (speed, reliability), governance/privacy and environmentally responsible practices are significant predictors of satisfaction and intention to recommend. We conclude with policy and managerial implications for retailers operating in India's fast-growing e-commerce sector: embed sustainability KPIs into CX dashboards, disclose credible metrics (e.g., recycled content, green delivery), and align privacy UX with data-minimization norms. The study extends prior work on Tumkur's online shoppers by operationalizing sustainability within customer satisfaction modeling and offering a replicable toolkit for colleges and local commerce departments to evaluate digital retail responsibly.
DOI: https://doi.org/10.5281/zenodo.17719189
