Contemporary Dialogue

Abstract

E-commerce has become an important part of everyday life, especially for younger consumers who depend on online platforms for convenience, variety, discounts, and quick access. While E-commerce has made shopping easier, it has brought out the ugly underbelly of overconsumption, disoriented financial habits, negative environmental impact, poor health choices, and reduced interaction with local markets, and the need for stronger consumer education. This paper studies online shopping behaviour among two groups: young consumers between the ages of 18 and 30, and their parents. Through survey-based responses, the study compares their shopping preferences, frequently purchased categories, financial awareness, parental knowledge of online purchases, and concerns related to packaging and waste. The findings in the paper serve as the base to identify learning gaps in digital consumer behaviour, particularly around financial literacy, environmental awareness, health awareness and responsible decision-making.
The paper uses the Indian Knowledge System (IKS) as an interpretive and educational lens to understand how traditional values of moderation, mindful consumption, balance, responsibility towards nature and judicious use of resources can guide modern e-commerce behaviour. The study does not argue against e-commerce, but highlights the need to use it with awareness. It concludes that responsible consumption requires a balance between the benefits of digital convenience, future-readiness skills such as financial and environmental literacy, and the ethical grounding offered by IKS.