Data-Driven Sustainable E-Commerce: Analyzing Consumer Behavior Patterns and Digital Marketing Strategies for Green Products in the US Online Retail Market

Abstract

The convergence of sustainability imperatives and digital transformation has fundamentally reshaped the e-commerce landscape, with data-driven insights becoming increasingly critical for understanding consumer behavior patterns and optimizing marketing strategies for green products. This comprehensive analysis examines the evolving dynamics of sustainable e-commerce in the United States, investigating how consumer environmental consciousness translates into purchasing decisions and how retailers leverage data analytics to enhance their digital marketing effectiveness. Through systematic examination of consumer behavior trends, market penetration data, and digital marketing innovations, this study reveals that sustainable products now command a 23.8% market share in the US CPG sector, with 80% of consumers expressing willingness to pay premium prices for environmentally conscious products. The research demonstrates that data- driven personalization strategies, combined with transparent sustainability communications, significantly enhance consumer engagement and conversion rates. Key findings indicate that artificial intelligence and machine learning applications in sustainable e-commerce are driving unprecedented levels of customization while enabling retailers to optimize their environmental messaging and product positioning strategies.