Abstract: Consumer behavior has shifted dramatically in the digital age, evolving beyond the influence of social media to encompass interactions with smart technologies, e-commerce platforms, and sustainability-conscious consumption. Today’s consumers seek convenience, personalization, transparency, and ethical value in their purchasing decisions. This study explores the transformation of consumer preferences, focusing on how emerging digital technologies and sustainable product trends shape buying behavior. Through an analysis of current data, trends, and behavioral models, this paper identifies key drivers, issues, and implications for businesses. The findings underscore the importance of digital trust, eco-awareness, and innovation in meeting the demands of future-ready consumers.

Keywords: Consumer Behavior, Digital Technologies, Sustainability, E-Commerce, Green Products

| DOI: 10.17148/IARJSET.2025.12742